Precision engineering

Arrow Precision are a global manufacturer specialising in high-performance powertrain and race engine components. Arrow Precision approached Nzime, wanting to re-design their brand identity for their 50th anniversary. I was tasked with the responsibility for the research, design and development of their identity, consistently meeting with stakeholders throughout the process and presenting designs to them to gather feedback.

Starting this project, I looked at their strategy, what they represented and how they showed this. Using insights from research and development sessions I collaborated with our strategy director to create a brand strategy centred around their unrivalled approach to everything they do.

This strategy steered the design direction as I crafted a bold brand identity, that payed homage to their previous brand identity system while clearing pivoting them toward a new direction that confidently showed who they were.

For the identity I used their previous logo, taking their iconic arrow and translating it into a debossed, sharp and clear logo, I wanted people to look at it and feel it click as they notice the arrow within it. For the typography, I added a serif to their chosen font which playfully nodded towards the logo. Then for the colour scheme I used research insights to define a scheme that resembled the metals used in their design and development process along with how they react to heat.