This project was about exploring how far we could push the creative execution to provide a sophisticated, consistent look and feel across all touchpoints. The key changes were to the rotation of the brandmark, type treatment and the refinement of the arrowhead device that captures ARENA’s future focus. Both strong and bold, the arrowhead conveys a sense of momentum, while also emphasising key messages and showcasing great imagery to support the desired creative outcomes. To increase readability and declutter ARENA’s varied communication pieces, we introduced more white/negative space, added a blue/green saturation to a diverse range of imagery that provided uniformity and created a new illustrative style for icons that now forms a library of more 50 assets. With the hard work done, we then applied the new look to a wide range of collateral.