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PJ

Loam Capital

  • Jan – Nov 2026
  • Product Therapy
  • Build
The Loam Capital home page on a desktop and on a phone: the mission in Playfair Display on cream, above the values on deep green beside the sprout in a ringed cream medallion.
The Loam Capital home page opens on its mission and then sets out its values.

Overview

Loam Capital uses the tools of commerce to cultivate the earth for the greatest good for the most people possible. Its website sets out the values behind that mission in Loam Capital’s own words, and introduces its companies.

We took the identity from a brand board to a coded style guide and built a first site from it. The site that shipped started again from Loam Capital’s written values, and it lets those values carry the page.

Timeline
January – November 2026
Scope
Style guide, website and content model
Tools
Phoenix, LiveView and Brix

A style guide from the brand board

The work began from a brand board. It already held the sprout made of stacked leaves, the italic LC monogram, the wordmark in Playfair Display on a deep green bar, a ramp of greens and a cream ground.

We turned the board into a coded style guide. Each green became a named token beside a warm grey scale drawn from the cream. Playfair Display was set for headlines and Hanken Grotesk for text, and lines and borders took the place of shadows.

The guide also explored ornament: curve textures, corner flourishes and framed pull quotes. Little of it reached the site. What carried forward was the palette, the type pairing and a double rule.

Two tiles from the brand board: the italic LC monogram in a cream square, and the sprout of stacked green leaves in a ringed cream circle.
The brand board already held the italic monogram and the sprout in a ringed circle.
A style guide card of thin concentric arcs on deep green, labelled Concentric Arcs.
Curve textures were explored on the dark green and left out of the site.
The style guide palette: Brand Green and Brand Crème, six leaf greens with their hex values, and a warm grey scale from 50 to 900.
The style guide named each green on the board as a token, beside a warm grey scale drawn from the cream.

The first site

The first site carried the style guide’s mock-up into a working app. It kept the mock-up’s headings, sections and tokens.

To that it added an inquiry form and a list of projects.

A deep green section from the style guide’s mock-up, headed “There is another way.”, with a How We Work button above a dark image placeholder.
The style guide’s mock-up already had the sections the first site kept.
A cream section of the first site headed “Fear and greed have been used to control the earth.”, above an image placeholder in a double-ruled frame.
The first site kept the mock-up’s sections and its framed image placeholders.
The first site’s opening screen: the sprout and a navigation bar on cream, above “Cultivating the Earth. Serving Her People.” on deep green with an Our Philosophy button.
The first site opened on the mock-up’s statement over dark green.

Starting from the written values

The site that shipped started again from Loam Capital’s own written values. The first site had summarised each value in its own words. The new rule was to trim the source text but never reword it.

The list of projects became a list of the companies Loam Capital is ready to announce. The inquiry form became a plain address to write to, and the site carries no analytics.

Freedom on the first site: “We want customers who choose us because they value what we provide. Consent matters. We never make it hard to leave.”
The first site put each value in its own words.
Freedom on the site that shipped: “Fundamental to flourishing is freedom. People must have the ability to choose for themselves.”
The site that shipped keeps Loam Capital’s own text.
The values page: Who we are, then Love and Freedom, each with its name in Playfair Display beside its full text.
On the values page each value has room for its full text.

A content model in plain files

The site runs on Brix, our flat-file CMS. The values are written once, in one file. The home page shows a short form of each and the values page shows the whole text, so the two can’t drift apart.

Each company is a folder of plain files that holds its sector, region, summary, link and profile. Adding a company means adding a folder, and a company can wait as a draft until it is ready to announce. Every page is drawn from section templates, so a change of content never touches the code.

The values file, showing Love with a one-line summary and a longer body.
Each value is written once, with a short form for the home page and the full text for the values page.
A company’s page file, with its title and its order, sector, region, summary, link and link label.
A company’s listing sits in a small file beside its profile.
The companies page: a ledger with columns for company, sector and region, above the profile of Direct Digital Manufacturing Company.
The companies page reads as a ledger and then gives each company its profile.

Applying the brand

The site stays green. The darkest green from the board is both the ink and the dark ground, and a charcoal ink was tried and set aside. Playfair Display appears only at headline sizes. Everything else is set in Hanken Grotesk, and no text is set in italics.

The sprout sits on a ringed cream medallion beside the values, as it did on the board. The header carries the wordmark alone and the footer carries the monogram alone. The share image was pared back until it held only the sprout, the name and the mission.

The first share image: the sprout in a cream medallion beside the monogram, the wordmark and “Using the tools of commerce to cultivate the earth…” on deep green.
The first share image paired the monogram with the wordmark.
The final share image: the sprout in a cream medallion beside the wordmark and “We use the tools of commerce to cultivate the earth…” on deep green.
The final share image keeps the sprout, the name and the mission.
The values on the home page: Love, Freedom, Play, Excellence, Abundance, Beauty and Rest in cream on deep green, beside the sprout in its ringed medallion.
The values sit beside the sprout’s medallion, in cream on the darkest green.

Readable by people and machines

Every page has a plain Markdown version beside the designed one, and an index points language models at all of them. Search engines get canonical links, a sitemap and structured data that names each company.

The site is marked as Canadian English and links to Loam Capital’s profiles on LinkedIn and X.

The Markdown version of the home page, showing How we work with Steward and Innovate, each with its pronunciation, definition and text.
The Markdown version of the home page carries the same words as the designed page.
The plain-text index for language models: the mission, links to the Markdown pages, and Direct Digital Manufacturing Company with its summary.
A plain-text index lists every page and company for language models.
How we work on the home page: Steward, Innovate and Cultivate, each set as a dictionary entry with syllables, pronunciation and a definition above its text.
On the home page the same principles read as dictionary entries.

Outcomes

A live website that states Loam Capital’s mission and values in its own words

Values written once and read the same everywhere they appear

Companies added and announced as content, with no code

A brand board turned into a working palette and type system

A site readable by search engines and language models, with no analytics

Project artifacts

Loam Capital website

Web loam.capital Visit

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