Loftie

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Loftie is a wellness company committed to creating stylish, innovative products that help people rest, relax, and recharge. I joined in 2021 with a focus on print and digital marketing design, and in 2023 expanded into a broader role.

From there and in true start up fashion, I took on a multidisciplinary design role to unify the brand’s design language across every channel into a more cohesive system. This included marketing, product design and management, web design, event and experiential planning, and art direction.

Product Design & Management

As the Loftie app outgrew its original V1 experience, I redesigned its product system as it became clear the interface no longer reflected the brand and leaned too heavily into a cold, overly utilitarian, tech-forward aesthetic. My focus was to realign the experience with Loftie’s identity while building a more scalable foundation through standardized, flexible components.

Within this system, I designed and shipped key features including a sound, profile, and settings pages, and helped introduce Loftie+, our subscription offering, to the app. Loftie+ is a curated collection of digital wellness tools designed to reduce screen time through intentional app blocking, supporting rest, focus, and a greater sense of presence.

Setup Flow

Homepage

Devices Page

Loftie+ Page

Audio Page

Marketing

Marketing expanded alongside the Loftie product and brand systems as product growth created more opportunities and touchpoints for expression across channels. As the brand scaled, the focus shifted toward maintaining a cohesive visual language and tone while supporting a growing volume of campaigns and initiatives across acquisition, engagement, and retention.

Marketing also became a space for more expressive and exploratory creative work, while still remaining grounded in the core brand system. Work included campaign and advertising design, email system development, and the creation and curation of social content, all reinforcing a unified brand experience across platforms.

Emails

Social

Ads

Art Direction

Art direction explored how to present a tech-based wellness product in a way that felt artful, warm, and grounded in everyday life. The challenge was maintaining clarity and function while shifting the visual tone away from something overly technical or sterile.

Work included directing and producing photoshoots for campaigns and product launches, with attention to lighting, composition, and styling that made the product feel more lived-in and approachable.

Metals Collection

Loftie Holiday

Loftie x Recess

Events & Experiential

Physical experiences became a way to extend Loftie’s brand beyond digital, creating opportunities for the community to engage with rest and wellness in more physical ways. The focus was on translating the brand’s visual language into environments and moments that felt intentional, calm, and grounded.

This included designing, producing, and hosting Wind Down Wednesdays, a monthly community event centered around different ways to unwind without phones. Additional work included materials for Soul Summer, a weekend retreat in the Catskill Mountains, Calm Cafe, an 3 day pop up in Venice, Italy during the Biennale, convention materials, and influencer brand activations.

Calm Cafe

Wind Down Wednesday

Soul Summer

Loftie x Jolie

Loftie x Parachute

Samantha Chun