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Building on 13 years of experience in traditional media, Loopmedia Inc. launched Underground Lane, a full service production studio specializing in new media platforms. The design incorporated all identity packaging including logo, website, print material and show reel design. The main idea for the look was to keep it ahead of the curve. Dark greys with highlights of deep red give it an edgy, modern feel. Underground Lane won the 2007 Creativity Award for website: self promotion.