Arcade Belts
Nestled at the base of one of Lake Tahoe’s most iconic ski resorts, Arcade’s roots have always been in the outdoors. The brand was born when a couple of ski bums got tired of choosing between uncomfortable belts that restricted movement or gambling pants full of snow with every wipeout. A decade later, Arcade is the go-to choice for those looking for a belt that moves with them in style.
Project Overview
After 10 years of business, Arcade was gaining traction outside of their original outdoor territory and wanted to refocus and refresh their brand to take advantage of the momentum.
Alongside a team at Cinco Design, I created a new brand platform to guide their growth and helped find the right words to rally the mavericks out there who could fuel it. The platform went on to inspire a new visual identity and parts even found their way online to define their values.
In some instances, the copy did more than just illustrate their values. We used it as signposts for key website moments that moved users from the landing page to other parts of the site.