Arc – Mindcube

An aesthetic approach to redefine a company
to make them relevant to their primary audience – architects

PART 1 A STUDY IN FORM & FUNCTION

ARC (Jindal Architecture Ltd) is amongst India’s largest fabricators of stainless steel. Almost all the large projects across the country in stainless steel has been touched by them. Look at the airports at Delhi, Mumbai, Hyderabad or Bangalore. Or the lovely sprouts at AIIMS in New Delhi. Go to any shopping mall, chances are all the stainless steel work right from the bus shelter to the signage, cladding and the benches have the hallmark of ARC on them.

A large part of their audience is architects. A basic study showed that the company was not communicating to them effectively. While all the state-of-the-art manufacturing & fabrication facilities Arc had was unmatched, architects, designers and even installation artists were unaware of the total scale of work that can be created with stainless steel.

The existing brand had to redefined grounds up. Right from their stationery to their tone of voice.

THE IDENTITY

Creating the basics of branding were the first step.
A set of 4 letterheads and business cards were created. These showcased all the aspects of Arc’s business and the different sectors they worked in.

THE CAPABILITIES BROCHURE

The corporate-capabilities brochure showcased the backward integration, complex projects delivered all over the country across various sectors, the manufacturing expertise and the design development capabilities.

OUR ROLE

Revamp the Identity
Brand Architecture
Brand Applications
Content Development & Copywriting

Photography
Internal communication
Developement of collaterals
Sub-brand launches
2 year brand support

LAUNCHING THE RETAIL

As a natural progression, with a variety of railings, seating, lighting and other products, an entry into retail was planned. Along with it came the modular furniture and modular kitchens. Check out the second phase of Arc Retail here.

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