Background, Research & Design

I began by facilitating a series of interviews and brand discovery workshops among internal departments.

This allowed us to align on our understanding of the growing value ARTA could provide, what our vision for the future structure of the business was, and help reframe our company mission and vision statements.

The aim was to jettison the stark and minimal monochromatic look that aligned ARTA with the world of galleries and move the brand identity into a place that had broader appeal, was more robust, rich and tech forward.

I defined a central brand concept, “making light work of heavy tasks”, which I used as a north star to inform design direction. Then came market research, competitor analysis and sketching. I delved into the logo design history of some of the most established supply chain/ logistics companies–all to help understand the visual landscape.

I set out to establish a comprehensive Brand kit which would include; 

• A new logo, a more versatile one, with a distinctive mark that could work alone or alongside the logotype.

• Legible, web friendly typography choices. 

• A broad, rich and contrasting color palette. 

• A set of guidelines for the use of photography, illustration, iconography and motion design.