arcade
role
Brand designer
context
Hervé Studio
client
Arcade.software is an innovative solution that allows businesses with digital products to integrate interactive prototypes directly onto their landing pages.
A bold identity for a unique product
Arcade is a solution that allows companies to embed interactive prototypes directly on their landing pages. During my internship at Hervé Studio, I was tasked with leading the creative direction following an ideation workshop. The challenge was to develop a standout brand identity for the product’s launch.
Defining distinctive visual direction
Arcade wanted to break away from traditional SaaS aesthetics and embrace a playful, retro-inspired identity that reflected its name. The goal was clear: create a bold, memorable brand that stood out in a crowded market.
To achieve this, I first analyzed market trends to identify opportunities for differentiation. I then developed three simplified moodboards, each exploring a different creative direction. Through discussions and feedback sessions, we refined the strongest concept, ensuring that every decision-maker had a voice—whether in immediate reactions or more considered reflections.
From concept to a playful, modular identity
The chosen concept revolved around playfulness and modularity, using Lego-like elements to visually communicate how Arcade allows users to build interactive prototypes block by block.
Key design elements included:
A mix of 3D and illustration to balance modernity and retro appeal
Primary colors reinforcing a sense of play and approachability
A modular design system that reflected logic and flexibility, mirroring the product’s core functionality
This visual language resonated with the client, helping them envision how their branding could shape their tone of communication—more direct, bold, and engaging.
Lessons on leading creative direction
One of the biggest challenges was starting without direct involvement in the initial ideation workshops, relying only on second-hand insights. By presenting distinct visual directions early, I was able to refine the approach based on real client reactions.
This project reinforced a key lesson: giving clients too many choices can lead to hesitation and delays. By making strong creative decisions upfront, we streamlined the process and ensured a clearer, faster execution.