BRANDING & DESIGN • MARKETING STRATEGY • CORPORATE TRAININGS
The Arcade re-development stands as one of the most high profile Dayton development projects to take shape downtown in recent memory. Few Dayton, OH buildings are more loved and iconic than the Arcade with its gorgeous glass rotunda. However, it also comes with some historical baggage. Our goal was to develop a brand mark, brand strategy, and verbal strategy that acknowledged the Arcade’s deep roots, but made clear that this new Arcade is very different than the Arcade that the public remembers from decades ago.
LOGO DESIGN & BRANDING
Having acquired the buildings surrounding the historic Arcade, this new development will be larger and occupy far more space than it did in the past. It is now so much more than just the iconic rotunda, so it was decided early on to explore other facets of the building in their branding. The structure is incredibly beautiful and ornate throughout and spans several distinctive periods of architecture and design. The inspiration was endless. Our logo draws from the peaked facade on 3rd Street that is a part of the Arcade’s original 1904 Flemish design. Modern, elegant, and refined with a distinctive icon, The Arcade brand mark is imbued with multiple layers of symbolism and meaning. Our tagline “History Made Here” calls to the past while simultaneously indicating the best is yet to come. Truth in branding has never been easier.
WEBSITE DESIGN & DEVELOPMENT
The Arcade needed a website that simultaneously showcased the beauty and excitement of the revitalized space, as well as educating visitors that this new innovation hub is not the Arcade of yore. The website itself acts a s something of a hub, directing users back out to the websites of tenants and leasing opportunities. The Arcade also required a unique calendar solution to informing users about events and access to certain spaces, while providing a back end that is easy for tenants to add their own content to.