Brand Strategy, Branding, Web Design

The Brief

ARCD is a cloud based, asset management platform that allows content producers to store and manage their work with consummate ease. The brief to us was simple - design the foundations of an identity to stand out in a somewhat saturated SaaS space.
ARCD didn’t want to be seen as another technology fad. Instead opting for a market position underpinned by expertise and sophistication. Their audience are professionals. They platform becomes their daily utility - in a quest for optimal workflow efficiency.

The Idea

The logo utilises both rounded corners and sharp corners - representing online and cinematic content respectively. In opposition to much of the competition, the identity uses a muted palette in reference to old archives and libraries. The identity was designed to work not only for marketing collateral, but seamlessly across the UI for the platform.