Crafting Premium Identity: The Staples Arc Notebook Story
Jeff Sugarman
Crafting A Premium Customer Experience For Staples Arc
While I was the Creative Director for Staples Private Label Products, I took on the challenge of defining the visual identity for Staples’ innovative customizable notebook system—Arc. The Arc brand was created to highlight the product's exceptional flexibility and premium quality.
A key challenge for the brand was overcoming the perception that a private label product could deliver a high-quality product. Presenting the product in a sophisticated style, along with some subtly humorous videos demonstrating use-case scenarios, helped Staples win over customers.
Project Scope
Brand story
Brand Name + Tag-line
Product Logo
Website
Package Design
Retail Signage & Point-of-Purchase Displays
Promotional Videos/Ads, Lifestyle Photography & Infographics (A+ Content)
Email & Banner Advertisements
Print Advertisements
Brand Guide
Results
After the launch, 95% of Arc users were already planning their next purchase.
Net Promoter Score: 63%.
$10 million in sales by the end of the first year.
The Arc Landing Page
Ad in Dwell Magazine
A branded approach to product photography.
Product photography highlighting an attention to detail.
Product Photography
Product Photography Showcasing Accessories
Package design for an accessory
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Posted Feb 2, 2024
How thoughtful design elevated a customizable notebook system from private label product to sought-after business tool.
