The ARC Group wanted to re-position their business to consolidate their five separate accident repair sites. A cohesive group message was essential, along with the flexibility to maintain the individual character of each branch. The re-brand needed to reflect the company’s change of message, express the new identity across diverse media and subsequently market The ARC Group to the general public, work providers and their own industry.
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The ARC Group really want to make a splash in their industry, so what better way to convey distinct identity than expand the company’s already vibrant use of colour? A palette was created to forge a strong individuality for each site that sits perfectly alongside the Group branding and colours and runs through the full range of brand assets - building signage, stationery, staff guidelines, customer literature and, of course, their website and digital communication.
Each Repair Centre section on the fully-responsive website acts as its own self-contained microsite, allowing the different skills, services and personalities to be strongly represented to the diverse target audiences. This approach creates a system of layers, which in turn provide a series of specific landing pages to link to from email communication, social media, etc, ensuring each viewer is clearly presented with the exact information they require.
To market the company’s ancillary car-care services, while side-stepping the negative perceptions associated with having an accident, a Drivers’ Club loyalty scheme was created to encourage repeat retail custom. Regular rewards e-shots and lifestyle competitions are delivered to motivate retail customers and promote brand awareness. Alongside emotive brochures for work providers, the Group’s passion is strongly and consistently conveyed.
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