Arrow Electronics — Technology

Creating one brand to amplify a technology giant’s offer

Mission

Arrow Electronics is the biggest company you’ve never heard of – enabling technology that touches every part of modern life. But as they’ve grown, they’ve fragmented. They approached Winkreative with a question: how can we use brand to bring an organisation together, galvanise a global workforce, and give customers and partners a story they can believe in?

Solution

Arrow first needed an idea to rally around. We arrived at Your Amplifier – a vision that through its unique combination of network, logistics and expertise, Arrow could become an enabler of digital transformation. It was an idea that informed the development of an evolved visual and verbal identity that was both globally resonant and business-friendly. But a brand is only as powerful as the people who believe in it. So, we created an internal communications strategy and assets that encouraged everyone at Arrow to understand and advocate for the business. And we worked across divisions and departments to give them the tools to communicate the brand consistently – resulting in a unified experience around the globe.

Restoring belief and pride in the Arrow brand meant answering a question: how does access to technology positively impact people and businesses, and how does Arrow enable this impact?

We started with a period of extensive research and consultation, interviewing international stakeholders, customers and suppliers, and spending time at Arrow’s HQ in Colorado. It was the beginning of a closely collaborative process – one that responded to the needs of Arrow’s stakeholders every step of the way.

What we did

  • Brand strategy
  • Visual and verbal identity
  • Type design
  • Content strategy and design

“People may not remember what you do, but they remember how you made them feel.

That’s why it’s so important to tell stories like this. It really brings people together and drives the clarity, focus and purpose of the business.”

Victor Gao
Chief Marketing Officer, Arrow Electronics