Loan & Decor
Looking established before the first site visit. A visual system, the campaign that priced their work, and the 70 page profile they now send ahead of every meeting.
- Social designs shipped
- 19
- Page bilingual profile
- 70
- Rooms in one package
- 5
- Months, empty feed to profile
- 4
A price is only credible if the terms are as easy to read as the number.
The brief
The founders had a logo, a domain and a phone number. Everything a prospect actually uses to judge a contractor, the feed, the pricing, the profile you send before a meeting, did not exist yet. They came for a short social media engagement. What they needed was a system that could carry a price offer, an Eid greeting and a seventy page corporate profile without looking like three different companies.
One wordmark, no palette rules, no type pairing, no photography direction.
A furnishing package and a design fee had to read as a serious quote, not a discount flyer.
Homeowners scrolling on a phone, and developers reading a profile on a laptop.
Saudi dialect headlines, English only where the brand mark and contact details sit.
The system, everything came out of the logo
The wordmark is a high contrast serif in one deep petrol green. So petrol became the only brand colour, and every other surface stayed neutral: warm limestone, off white, and the interior photography itself. That single rule did most of the work. A price badge, a Ramadan greeting and a construction spread all sit inside the same three values, which is why nineteen separate posts still read as one company.
- Arabic typography
- Headlines use a modern kufi with extended kashida, so a long dialect line holds the same optical weight as the English wordmark instead of shrinking to fit the frame. Body copy switches to a clean naskh at a size that survives a phone screen.
- One texture
- A fine limestone grain sits under every layout. It reads as construction and as interiors at the same time, and it is what keeps seventy profile pages from feeling like a slide deck.
- Photography
- Enters through a cut shape, never a full bleed rectangle. Numerals set as ghosted outlines so the Arabic keeps the foreground.
The offer, selling a 59,000 riyal package on a phone
One furnishing package covering five spaces at a single price. Putting the whole spec on one frame made it unreadable, so it ran as a carousel: a summary frame first, then one frame per room with its own itemised list, ending with the guest majlis. Eleven cuts in total.
Warranty, materials and delivery terms sit in the same corner of every frame at the same size. Nothing is buried, and a buyer who screenshots one slide still gets the conditions with it.
Design fee, two numbers and four deliverables
The design only offer ran alongside the furnishing package: 6,595 riyals for an apartment, 9,595 for a two floor villa with an annex. The frame lists exactly what the fee buys, 3D visuals, furniture plans, execution drawings, lighting drawings and a mood board, then puts the two prices in soft pill badges at the base. The badges are the only shape on the brand with a radius, which is what makes a price read as clickable even when it is a still image.
Seasonal, greetings that stay inside the system
Ramadan and both Eids, drawn from the brand library rather than a stock pack. The rule was the same each time. Calligraphy in brand petrol carries the frame, the interior photography drops to a whisper behind it, and lanterns or arches sit at low contrast so nothing competes with the type. No colour enters that is not already in the palette, which is why a greeting still reads as Loan and Decor when it lands between two price posts.
Seventy pages a developer can stop reading at any point
The profile is the document Loan and Decor sends before a meeting, so it had to survive being skimmed on a laptop in four minutes. I built it as a sequence that answers one question per spread and repeats the company name in the corner of every page. A reader who stops at page nine still knows the full service range. A reader who goes to the end gets executed room types with section drawings and dimensions.
- Pages 1 to 11
- Who the company is, specialisms, and the service range across construction, finishing, interiors and supervision.
- Pages 12 to 19
- Design offer in three parts: 3D visualisation, execution drawings, mood board.
- Pages 20 to 33
- Structural concrete, finishing trades, plastering, electrical, plumbing, and site supervision.
- Pages 34 to 43
- Exterior work, facades, entrances and landscaping written for the Saudi climate.
- Pages 44 to 69
- Project gallery organised by room type, majlis, bedroom, lounge, each paired with its section drawing.
- Closing
- Thank you spread and a single contact number.
Outcome
Loan and Decor went from a logo and a phone number to a company that can answer a serious enquiry the same day it arrives. The profile does the work the founders used to do in a first meeting, and the offer posts give the sales conversation a number to start from instead of a range.
Reach, engagement rate and enquiry figures are to be added from the client's account reporting.
Selected work
The offer carousel and its room frames, the design fee cuts, the seasonal greetings, and spreads from the seventy page profile.