Loam Journal began as an independent print publication exploring the intersection of land, culture and craft. From the outset, however, the ambition extended beyond a single issue. The goal was to establish a long-term brand platform capable of supporting the publication while evolving into digital, events and future formats.

The brief was to define a clear strategic foundation; articulating audience, positioning and tone, before translating that thinking into a cohesive identity and digital presence.

he project began with brand strategy. Through audience definition and positioning work, Loam was framed as reflective, grounded and intentional; a platform that values depth over immediacy and substance over spectacle.

This strategic clarity informed the visual identity. The wordmark is restrained and assured, supported by a typographic system that bridges editorial sensibility and digital functionality. The colour palette draws from soil-based, natural tones, grounding the brand without leaning into nostalgia.

The system was designed to hold the publication while remaining adaptable across formats. Hierarchy, spacing and typographic rhythm create continuity between print, website and social channels, ensuring the brand feels cohesive regardless of medium.

The website extends the publication into a digital environment. Layouts prioritise clarity and calm navigation, allowing content, contributors and commerce to coexist without hierarchy collapsing. It functions as both archive and storefront; a space where editorial depth and accessibility meet.

The result is a cohesive brand ecosystem anchored by the publication but not limited to it. Strategy, identity and website work together to position Loam Journal as more than a magazine; an evolving cultural platform with a clear voice and long-term direction.