When it comes to building a brand, chances are you’re looking to stand out and create value to outperform the market. ARKA, a newly formed space and defense company born of three acquisitions, faced a brand awareness problem.
- Advisory & Support Services
- Strategic Planning
- Website Design
As the result of three strategic aerospace acquisitions, ARKA needed its brand to serve multiple purposes. The brand needed to stand out and represent the new company in the market, allow for rapid growth, and serve as a unifying force to connect the cultures of the different acquisitions under its umbrella. Building a brand that would inspire and unify diverse teams was critical, and with the potential for additional acquisitions on the horizon, it was important to establish an approach that welcomed teams into the brand.
To ensure the ARKA brand would stand out and accurately reflect the company’s mission, U.Group started by vetting name selections, focusing the approach on name meaning and characteristics, and name mechanics — landing on ARKA. We then developed comprehensive presentations with video and context explorations to test different positioning directions and created complementary corporate and cultural taglines. The brand launch included branded items such as a culture book, ARKA gear, facility signage, and the ARKA website. The website was designed to introduce the new brand with a focused, dynamic experience.
ARKA’s new brand provides unifying principles and design to guide the company as a whole, while accommodating the brands of the acquired companies. With U.Group’s help, the ARKA brand is positioned around big ideas and confident presentation to drive successful outcomes.