Strap In. Venture Out.

Arcade was founded on the belief that belts could be designed to function better, last longer, and be more comfortable. Their belts are developed from the ground up and made with materials that are built to go everywhere and anywhere without ever letting you or your pants down.

Arcade was looking for some guidance to help them better understand who they were, why they mattered, and where they could go—all while staying true to their roots. Working closely with their leadership team, we developed a strategic brand platform that identified and defined their vision and the core DNA of the Arcade brand. The result was a powerful and effective tool that informs the work they do each and every day.

Arcade had a really solid identity to start with, but we noticed an opportunity to button-up and balance a few things within the forms and construction of their original signatures. These simple updates helped to achieve better symmetry, optical balance, and added some much needed strength and harmony to each mark.

Along with updating their signatures, we created a few new tools to help refresh the Arcade identity, including a seasonal color palette, versatile graphic devices, a flexible typography system, and simple iconography that could all integrate seamlessly into their colorful photo-driven look.

“Arcade really loved their look & didn’t want to depart too far from it—but they asked to evolve it enough to feel a bit more young, modern, & deliberate. So, we did just that. ”

— Steve Cousins