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For 50 years, Arc-Com has built a substantial reputation as a leading producer of commercial interior and contract textiles and wallcoverings. While their exceptional products and customer service were well known in the industry, Arc-Com’s brand presence positioned them more as a manufacturer. Arc-Com needed to refine their brand story and visual vernacular to better communicate their design leadership among interior design professionals, a core customer segment.
Studio C began the creative process working closely with the Arc-Com executive team. From our research, we strategically focused the brand narrative on one of Arc-Com’s core values and strengths: building strong, personal relationships and collaboration both are woven into Arc-Com’s DNA, driving their passion to create innovative design. Building on this framework, we developed an entirely new written tone of voice and leading tagline “Woven by imagination”—connecting Arc-Com’s design expertise to its product in a way that resonates with design professionals.
With the core messaging established, we developed an engaging and dramatic visual presence. Black and white portrait photography illustrates Arc-Com’s connection to design professionals. Juxtaposed with the photo is a triangular form showcasing Arc-Com’s materials; this shape of convergence symbolizes the collaborative process of ideas and design. Used throughout is a strong, geometric sans serif typeface that echoes the design elements in the visuals. Overall, the newly created brand vernacular is modern, distinctive and speaks the native language of interior design professionals.
The brand evolution was enthusiastically received by the Arc-Com team. They were thrilled and ready to introduce the fresh and dynamic creative, launching first with print advertisements in prominent interior design publications.