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.
—
Brand Strategy / Brand Identity / Graphic Design / Messaging
—
Designed and led by Super Collider Creative Director Steve Cousins while with Cinco.
Arcade was looking for some guidance to help them better understand who they were, why they mattered, and where they could go. The result was a strategic brand platform that identified and defined the core DNA of the Arcade brand—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 there was an opportunity to button-up and balance a few things. Some simple updates to the existing marks helped to achieve better symmetry, optical balance, and added some much needed strength and harmony to each.
Along with updating their signatures, a few new tools were created 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 photo-driven look.
“Arcade really loved their look and didn’t want to depart too far from it—but asked to evolve their identity enough to feel a bit more young, modern, and deliberate, all while staying true to their roots.”
