Arcade's roots lie in the Port of Antwerp, where they are still strongly represented. Over the last 4 decades, however, they have further developed their area of expertise. The company grew into a versatile engineering and consultancy firm that offers added value in every real estate project.
However, this growth made it increasingly difficult to all tell the same story. And the strategic vision was no longer in line with who Arcade was. After all, they do much more today. Time to dive into it together.
The engineering firm with offices in Kontich, Hasselt and Ghent, came to MARCO a few months ago with a clear challenge: focusing on their story. Arcade has experienced tremendous growth in recent years. With that growth, their offering also expanded. And just because they do so much, it becomes increasingly difficult to convey this in a clear story to the different target groups. MARCO to the rescue!
Personally, I am very satisfied with the result and I would like to expressly thank you for this. – Arnaud, Arcade
In each project we work in 3 phases. And this was our approach.
Together with management and department heads, we isolate ourselves for a whole day during an offsite. The target? Delving into Arcade's DNA. Questions like: “Who are we? What do we want to stand for? &Who is our ideal customer anyway?” formed the common thread throughout the workshop. The answers to these questions give us a very clear picture of the company's DNA.
We converted this DNA into the correct 'brand archetype'. Arcade was very clearly a combination of “the ruler” and “the creator”. After all, they are extremely strong in creating structure and really take full control of a project. They provide stability and safety. This, in combination with their agility and flexibility, translated into very clear core values: challenge, expertise, entrepreneurship & partnerships.
When is it time to take a critical look at your strategy? That's simple: when you can no longer tell your story in 1 minute. Is that why you always have to change course 360°? Certainly not. In the case of Arcade, it involved a strategic repositioning through a renewed vision and mission. In a second step, it was determined which external and internal steps needed to be taken to implement the renewed strategy. This was clear to Arcade: there was a need for new branding to properly convey their story to all their target groups. A branding that perfectly reflected their core values.
Time to implement the new strategy. Step 1? A new branding that matches 100% with who Arcade is today and what they want to radiate into the future. The blue a became the carrier of the new branding, which immediately exudes a lot of confidence. The new look & feel is based on round shapes that feel very friendly and accessible. This is alternated with colorful icons to represent the different services. In a second phase we tackled the website. Not only the new branding was extended to this. All content and the user experience were also overhauled and optimized.
A renewed strategy that matches the company and is expressed in a new brand identity.
