Arrow Electronics is the biggest company you’ve never heard of – enabling technology that touches every part of modern life. But as they’ve grown, they’ve fragmented. They approached Winkreative to help bring their organisation together, galvanise their global workforce, and give customers and partners a story they can believe in.
Science & Technology
Arrow Electronics
Unifying one of tech’s biggest players
Restoring belief and pride in the Arrow brand meant asking a question: how does access to technology positively impact people and businesses, and how does Arrow enable this impact?
Finding the answer was a closely collaborative process, starting with a period of extensive research and consultation, interviewing international stakeholders, customers and suppliers, and spending time at Arrow’s HQ in Colorado.
We arrived at Your Amplifier – a unifying idea that the organisation could rally around. It’s a vision that through its unique combination of network, logistics and expertise, Arrow could become an enabler of digital transformation. The idea informed the development of a unified visual and verbal identity that’s both globally resonant and business-friendly.
But a brand is only as powerful as the people who believe in it. So, we created an internal communications strategy and assets that encourages everyone at Arrow to understand and advocate for the business. And we worked across divisions and departments to give them the tools to communicate the brand consistently – resulting in a unified experience around the globe.
Buoyed by their refreshed brand, our partnership with Arrow soon extended into other areas of the organisation. We worked with Arrow’s Enterprise Computing Solutions division to launch ArrowSphere, a new digital platform set to shape the future of the business, with a campaign that includes CGI, animation, client presentations and a website takeover.
A supercharged solution
Our partnership with Arrow has extended beyond the masterbrand and into other areas of the organisation. We worked with Arrow’s Enterprise Computing Solutions division to launch ArrowSphere, a new digital platform set to shape the future of the business, with a campaign that includes CGI, animation, client presentations and a website takeover.
Showing some character
One of the most widely used tools in our refreshed brand is a custom type family that evokes Arrow’s personality and brings its brand to life. Simple yet intelligent. Clear yet distinctive. Design that captures the imagination, and communication that is accessible to the many.
“People may not remember what you do, but they remember how you made them feel. That’s why it’s so important to tell stories like this. It really brings people together and drives the clarity, focus and purpose of the business.” Victor Gao Chief Marketing Officer, Arrow Electronics
All laid out
Arrow is an organisation that is constantly sharing insights and information with its partners, so we developed a clear, gridded system for creating infographics and layouts – providing Arrow with a failsafe way of composing pages so that they’re always well balanced and easy to read.
Technology in the picture
Arrow’s new art direction style celebrates the vast scale of their business, ranging from the miniscule components and raw materials being technology’s greatest achievements to the infrastructure that Arrow’s expertise enables.
Your amplifier
We created print ad templates that play on the idea of Arrow being an amplifier to the companies it works with, with headlines that show the impact of the business in confident, certain terms.
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