In the Loop is a fresh, youth-focused brand created for children of immigrants, designed to reconnect them with their native culture. The brand identity embraces a culturally dynamic and colourful outlook, combining bright colours and pop art influences to appeal to a younger audience. Across a range of briefs including posters, stickers, a news website, playing cards, and a journal, every touchpoint was designed to feel vibrant, inclusive, and culturally celebratory.