Website redesign and visual identity for leading UX research consultancy
Loop UX works with some of the world’s leading companies, helping them make better decisions through rigorous, human-centred UX research. Their new website needed to reflect that level of expertise and maturity, while clearly communicating both the depth of their work and the people behind it.
Loop UX had outgrown their existing website. The visual expression relied mainly on hand-drawn illustrations, which gave the site character but made it difficult to understand who Loop UX are and how they work. For a company built on understanding real people, the human presence was largely missing. The researchers, their process, and their interaction with clients were not clearly visible.
At the same time, the site functioned more as an online business card than a strategic platform. It did not fully communicate the breadth of services, the insight-driven approach, or the calibre of clients. The challenge was to create a website that felt credible, contemporary, and human, while supporting growth and visibility.
Kvalifik designed and developed a new website with a refreshed visual identity and a new logo that positions Loop UX as a trusted, modern research partner. The new site puts people and expertise at the centre, using real imagery and clear storytelling to show both what Loop UX does and how they work.
The final website is a modern, high-performing Webflow build that serves as both a brand platform and a business asset. It clearly communicates Loop UX’s services and approach, highlights the people behind the research, and provides a strong foundation for future content and growth.
The result is a website that feels confident without being corporate, human without being informal, and precise without being rigid. It reflects where Loop UX is today and supports where they are heading next.
"We are truly happy with the result. Kvalifik delivered what they promised, at the agreed price and quality, and the process gave us space for the internal conversations that helped us land on something that feels exactly right for us"
FAQs
Questions about the website redesign, visual identity, and collaboration between Loop UX and Kvalifik.
Loop UX had outgrown their previous website. The old visual identity relied heavily on illustrations and did not clearly communicate the people, expertise, or research process behind the company. The new website was designed to better reflect Loop UX as a modern, trusted, and globally experienced UX research consultancy.
Kvalifik designed and developed a new Webflow website for Loop UX together with a refined visual identity and logo design. The project included web design, Webflow development, brand assets, UX focused storytelling, and a more strategic digital platform built to support growth and visibility.
The visual identity evolved from being illustration driven to becoming more human centred and grounded in real people and interactions. The new direction uses photography, refined typography, and a softer visual system to better communicate trust, expertise, and the human side of UX research.
The new Loop UX logo is built around a swirl element that represents conversation, movement, iteration, and connection. It reflects how Loop UX brings users, insights, and business decisions together through research. The logo was designed to work consistently across digital platforms and brand touchpoints.
Webflow made it possible to combine strong visual design, scalable content management, and a fast modern development workflow in one platform. The new Webflow setup gives Loop UX a flexible website that is easier to maintain and expand over time.
A strong consultancy website needs to communicate credibility, expertise, and the people behind the company. Clear storytelling, strong UX, visual consistency, and scalable web design are essential for building trust and explaining complex services in a simple way.
Yes. Kvalifik is a Danish digital agency based in Copenhagen working across branding, logo design, visual identity, web design, and Webflow development. We help companies create digital platforms that combine strong storytelling, modern design, and scalable technology.
Storytelling became a central part of the new website experience. The website was designed to better explain how Loop UX works, who the researchers are, and how they help companies make better decisions through human centred research.
Kvalifik is a Copenhagen based digital agency specializing in branding, visual identity, logo design, web design, Webflow development, UX/UI design, and scalable digital platforms for ambitious companies and organizations.
