In 2023, the Australian business decided to de-merge from the broader group and forge a new path with a team of over 60 people across five offices nationally. Key stakeholders understood that this demerger was an opportunity to rebrand and needed to capture and agree upon their brand DNA. The team required an agency partner who could carefully plan the brand change, ensuring customer and stakeholder alignment. Fluid was tasked with repositioning and renaming the organisation to create a new brand foundation that clearly expressed its identity, design process, culture, customer experience, customer engagement, and more.
Fluid conducted customer interviews, employee surveys, and competitor audits to provide the necessary insights for developing a brand strategy. A workshop facilitated by Fluid then focused on defining brand values, identifying key target audiences, shaping the brand personality, and evaluating potential brand names. Using this information, Fluid created a compelling Customer Value Proposition and the inspiring Brand Essence of ‘the community experience specialist.’
Fluid developed and presented a lengthy list of potential names, which was then meticulously narrowed to eight using a customised version of Fluid’s scoring rubric to ensure options aligned with the company’s vision. Fluid rigorously examined the top-scoring names for availability through Australian and international trademark databases, and then, following intensive discussions, the senior team aligned on the name ARCH.
ARCH bridges the gap between client and community needs, design and functional excellence, vision, and delivery. ARCH reflects the team’s capacity to act as a keystone between the duelling forces of client desires and end-user needs, serving as a pivotal element in delivering tangible community benefits.
After selecting the name ARCH, Fluid’s creative team developed a fresh and contemporary brand identity that would clearly express the new brand strategy and reposition and re-energise the business in the eyes of its internal and external stakeholders. The new logo, arch-inspired iconography, typography, colour palette and tone of voice created a distinctive identity that distinguished ARCH from its competitors.
A critical deliverable in the project’s scope was a suite of branded templates that would integrate the company’s proposal creation software and digital communication platforms, Google & Marq. By collaborating with stakeholders to evaluate the software and refine the visual identity, Fluid’s team implemented multiple layout iterations, guaranteeing that portfolio presentations, proposal submissions, and more would consistently showcase their community experience, outcomes, and expertise.
Launched in July 2024, the final identity successfully repositioned the brand away from the global corporate brand. It provided a new positioning built on being ‘the community experience specialist’ architects. The successful delivery of a suite of multi-purpose brand assets and templates ensured unprecedented consistency in the brand execution, allowing the ARCH team to move forward with clarity and confidence.
Fluid Branding is globally recognised as one of Australia’s leading branding agencies
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© Fluid 2001-2024. Fluid is a registered trademark of Fluid Group Pty Ltd. Terms of use. Privacy policy