Arnold Worldwide
Overview
While working at Arnold, I was part of a small creative team within the agency that was tasked with rebranding the company. The goal was to feel less like Madison Avenue, and more like a nimble, boutique-minded, creative shop. This would be the first time in the company's history where they actually developed their own brand using design. The team met with key employees throughout the company to get thier perspective on what the company meant to them. Everyone stated the same thing: "It's all about the people." This became the basis for our new identity. Our solution provided a modular system that puts all employees on a first-name basis. We dropped "worldwide" from the name, and replaced "Arnold" with employee's names on business papers and personalized materials. Detail information was also customizable so no two people's business cards would be the same. We stuck with the company's original colors, and designed a custom typeface that would become the only design element for this copy-based solution. The new design was applied to all corporate communications including all presentation decks, website, business papers, signage, corporate interiors, and all promotional materials for the agency.
