Luup is a London based money transfer company focussing on the Asian market, helping users to process payments more easily.

They wanted to update their brand, website and product UX/UI to bring the face of their company into the modern world and have an easy to use and visually appealing product.


In my time at Luup I focussed on the whole user experience design process including user journeys, wire-framing, mock-ups, full user interface designs, prototypes and design handoff to the developers.

In addition to this I rebranded the company and designed and built a new marketing website for them as well.

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One of the projects I worked on at Luup was to redesign the website. I completely rebranded and redesigned the site from scratch. I created many unique supporting animations (further details below), to help showcase that the website was unique and the company believes in the product it is selling, with a strong focus on quality.

The Previous Version

This is how Luup's website and branding looked previously.
It was very template heavy with little personality or uniqueness. The colours, black and yellow, felt too aggressive for the brand.

From here, I rebranded and redesigned the site from scratch choosing a calmer more pleasing colour pallette as well as creting many supporting animation on the page which you can see below.

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Supporting Animations

I created and animated a handful of animations as supporting images for the website.

The first one represents Luup’s Live chat support.

The second one represents Luup's API Integration that developers can utilise in their own platforms.

The third one represents that Luup are pioneers in technology. I took some artistic liberties here to help represent it, such as using a microchip brain representing AI and an exoskeleton hand I based off one of my favourite films; Terminator 2.

The fourth one represents Luup’s data analytics, something the company has a high focus on. Luup offers Companies the ability to learn more about the way their users use the platform.

The fifth one is from another page on the site. The image sits in the hero section and represent sending payments from China to the rest of the world.

You can see them live here

As a lead designer, Josh demonstrates extreme skill as a creative digital design professional. His aesthetic style and taste is clean, crisp, and modern, whilst also simultaneously maintaining a feeling of being friendly and familiar to the eye. Any design output from Josh adds instant professionalism and credibility to the document / website / banner / animation / etc in question. His work is always pixel-perfect, and polished to the nth degree.

Josh also has a great work ethic, is a loved asset in any team, and an all around great guy. I would hire again in a heartbeat.
Luke Wingfield-Digby - Co-Founder at Luup


The product was given an overhaul in terms of styling and UX. This example shows the Dashboard I created for managing Financial Operations.

The Previous Version

The previous version was very dark and felt too much like being in excel.

For the new version I cleaned everything up branding and spacing wise. I also added in new sections along the top to give a quick overview to the user.


Luup wanted to update their brand. We mainly wanted to move away from the harshness of the black and yellow to a softer more pleasing colour palette.

As the company was already established, instead of a full logo rebrand, I instead worked to update the style of the existing logo. I evolved the shape with colour steps and then chose a new colour-way for it which felt more modern and professional. I used the new logo as a starting basis for the product and website styling.

luup gif

Building the logo

This is a sped up animated version of how I created the logo and its layers in Adobe Illustrator.

Final words

If you enjoyed reading about the design process of this project and find yourself in need of a  designer, feel free to reach out to me here.