LOAM engaged LOVR at the beginning, and the work ran from brand identity and website through to three borrower guides, printed collateral and the social strategy that took the practice to market.

The identity is a stacked LOAM monogram held inside a rule, set against monochrome infrastructure photography of the city the practice lends into.

Structure carries the brand, warmth comes from the interiors and the founder. The result presents LOAM as composed and contemporary, a considered alternative in a category that rarely looks like this.