[BTS] as the Arc+Space Brand comes to life!

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May 4, 2018


The Arc+Space rebrand started off with a discussion over a [really big glass] of pinotage.

We were sitting in one of the cocktail lounges of the crystal towers hotel, taking some much needed time to plan where Terence wanted to position himself + his business.

Whilst working through all the elements of his business strategy, and understanding who he wanted to serve, whilst factoring in what makes him unique… the pathway opened up clearly before him.

He could see exactly who it was he wanted to attract as a client.

He was focused on the kind of work he wanted to do.

He knew how to position what made him unique.

and that’s like the golden trifecta, right!?!?!

Super critical for any business success.

What he hadn’t expected…

…was how energised he’d be feeling.

He walked away with a renewed energy about where his business was going.

Naturally, I couldn’t wait to start creating all the elements that would support this new vision.


The inspiration behind the brand:

Summing up his style, his raw, authentic uniqueness… was this moodboard:

Pulling through the elements of copper, raw wood, matt black… and his love of clean lines… resulted in this style guide:

That was 2 years ago… and it’s been a gift that keeps on giving!

Aligning his brand to the long term business direction, helped him keep up with the shifts and changes along the way.

His main logo has stood the test of those changes.

Some minor tweaks happened [because if things evolve and shift – tweaks are critical], but overall… the essence of his brand remained the same.

It’s always been exciting to see the brand come to life.

There are the behind the scenes ways that he brings his raw authenticity through in how interacts, his concepts and ideas… but seeing this “little mark” I created being used to create a consistent experience… super exciting!

// whether we created business cards,

// or when I printed out his portfolio of work

// seeing the branding come through in the emails he sends

// seeing his mark on his architectural prints

// or like now… a physical sign at his new office!

Want the sneak peak of the new office space????

Here’s a little sneak peak behind the scenes – as we pulled it all together today!!

Enjoy the video tour of his new space…

A chuffed hubby putting the final touches on his new space.

About the Author

Emma is the Chief Coffee Drinker here at FreshSage. With over a decade in branding + another decade in corporate business - she's always balancing the creative with business strategy + goals. She believes everyone has a purpose + calling, and secretly loves helping her clients find theirs. When she's not building brand experiences, she's spending time with her High-school sweetheart + kidlet, tinkering in her veg garden, painting an abstract, and enjoying vino with friends.

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