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.

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

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.