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Twenty Nine

Brief

A strategic refresh of Arena’s brand to showcase their AI-native products that redefine real-world operations in sales and advanced manufacturing.

They needed strategy and design support for the go-to-market launch of a product suite designed to bridge the gap between executives and frontline team members. Improving people’s lives rather than replacing them.

Solution

Working with Arena’s marketing team, we built a motion-first brand identity from the ground up, directly addressing their audience’s need for holistic strategies and the tools to action them. Reshaping the physical world.

To support their repositioning, we developed a video campaign for their flagship product, transforming the complexities of an AI-enhanced sales process into a compelling, human-centric narrative.

We collaborated with Arena’s product team to ensure their brand was cohesive across both their desktop and mobile app with a specific focus on ensuring its AI integration felt streamlined and intuitive.

Video promoting Arena's Helios product
Point-cloud 3D scan of a rocket engine rendered in white dots on a black background — the Arena product visualizing advanced manufacturing data.
Arena wordmark: black sans-serif ‘Arena’ set within square brackets on a cream ground.
Cinematic frame from an Arena brand video: a moped rider in a helmet and mask weaving through dense traffic at dusk.
Excerpts of the user interface showing the applied brand system.
Arena hardware with Arena Edition typeface
Example of a data field set in Arena Edition typeface
Three Arena dashboard mockups in perspective: the center screen shows a sales chart with the headline ‘Sales are up by 8%, $7.6M YoY this month in August’ alongside KPI tiles.
Photo of a dark, empty conference auditorium with rows of black chairs facing the stage, three small credit cards floating mid-frame.
White Arena canvas tote bag with a large black ‘A’ printed on the front, hanging from a metal hook.
Arena’s brand displacement treatment: a chunky black ‘A’ on cream with the negative space sliced and offset to suggest fragmentation.
Arena branded jacket and letter
Automotive assembly-line photo overlaid with an Arena dashboard panel labeled ‘Body Assembly’, showing stage-by-stage status and ‘9 New Signals’.
Square white exterior sign on a building wall: ‘35 East 21st St / 9th Floor’ header and the bracketed Arena wordmark below.
Arena bottle and hat
Large interior conference banner: bold black ‘Reshapin…’ text, bracketed [Arena] mark on the left, and small repeating labels ‘MLCon Berlin Nov 25–29 / arena-ai.com’ along the top and bottom.
Arena's New York office

Validation

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