Tag: Glasgow branding


From Brand Communication to Brand Experience, A Subtle Shift…

We’ve been having a good look at ourselves at the loft recently – thinking about our values, our culture and where we want to be in the next 18 months or so, a great exercise..

One of the things we’re most excited about is the subtle shift of what our company does from Brand Communication to Creating Brand Experiences For People.

What’s the Difference?

Well communication means engaging people on one level whereas producing an experience is much more profound, encouraging of creativity and most importantly – is effective for the client.

In practice, the services remain the same, and the way we do them to a certain extent too. But we now build on those details which make a difference. The magic touches that create an experience – more creative print techniques, better paper-sourcing for brochures, websites with buttons that people want to press, campaigns that are more dialogue and less broadcast, brand marks which truly capture the imagination, etc.

As stated, all things we’re already doing but with a greater emphasis on surprise, delight and a proper commitment to the end-user experience.



New Year, New Loft…

Hello everybody and happy new year!

We are incredibly excited about 2014!

They already feel part of the furniture but we’ve just welcomed 2 wonderful new designers to the loft – Alejandro Fajardo and Ruth Leitch, both proudly from Glasgow City College. We’ve moved to a new home – 107 Bell Street in Merchant City, Glasgow. We’ve re-branded and built a new website showcasing some of the wonderful things we’ve been helping our clients with in the last 3 months…

Loft reverse logo


Home Page Idea1




There has been little time to breathe let alone blog, but needless to say, we look forward to sharing more stories about great design (keep an eye out for a special first post from Alejandro & Ruth about their visit to GlasgowPress and letter-pressing tomorrow,) as well as more about the creative adventures we go on with clients in the never-ending pursuit of inspiration and ideas for our clients brands.

In the last day alone, we’ve had several people visit the studio and just want to be part of a very fun and exciting process. We love guests, so pop in and see us for a coffee sometime and find out what ‘Design With Soul’ is really all about…



Benedetto is an enthusiastic Creative and Business person.

‘Design with soul’ may be the company tag-line, but to Benedetto, it is also a way of life. He believes that creative and commercial enterprise is about purity of thought, honesty of construction and boldness of execution.

He believes in bringing out the true essence of human endeavour and considers his job of articulating the great work of people and companies an absolute privilege.

His journey has taken him from a career in car design through to his current role as the Founder and Creative Director of the loft, a branding consultancy in Glasgow.

He is honoured to manage a great team, work with great clients and have a lot of fun mixing with so many great people in business.