Client
Arc Circus
Industry
Entertainment
Our role
Naming
Brand discovery
Brand strategy
Brand identity design
Brand guidelines
Marketing & Social Media
Overview
Arc Circus had been a long-held vision in the mind of Robbie Curtis, an Australian-born, seasoned acrobat and Cirque du Soleil performer. Robbie had a vision for a multi-faceted international performing arts company that through the power of circus, dance, and theatre, brought extraordinary stories to the audience. He began his brand journey with us from the inception of the company. Together, we worked on naming, strategy, and identity to bring his vision to life authentically and effectively.
“The brand support at the inception of the company has truly inspired, motivated and guided us. The brand identity and guidelines created have seriously elevated our business in a way beyond our imagination and allowed us to go out to market with confidence and lay the foundation to build our dream.
Robbie Curtis
CO-FOUNDER & ARTISTIC DIRECTOR
Our approach
We began the process with a discovery call to determine the vision for the new business and to pin down key ideas in support of this. We conducted a naming exercise in the form of a 2 hour on-line naming workshop and brainstormed ideas and key themes before presenting back some options on naming for the new to be established performing arts company.
Despite Robbie's clear vision, he faced a challenge in expressing the varied aspects across circus, performance, and theatre. After a meticulous selection process, the name "ARC" emerged triumphant, chosen for its evocative curving trajectory that aptly captured the fluidity and motion inherent in the business. Visually, we aimed to convey the multifaceted nature of the enterprise. We creatively stacked the words circus, dance, and theatre next to the word "ARC," with the 'C' strategically cut to symbolize a dynamic leap from these foundational elements.
“A larger than life showcase of talent - one4review.”
The results
Our aim was to give the co-founders (Robbie & Liz) the right tools to present their vision to the world and create a modern, dynamic brand identity that would speak to their colourful energy, talent and professionalism. We also created a tagline to encapsulate this; ARC; A KALEIDOSCOPE OF CIRCUS, DANCE AND THEATRE.
ARC has been well received on the international circuit and we have created various marketing materials and social media assets to promote their shows.
“A larger than life showcase of talent - one4review.”
Robbie has directed five works since the inception of Arc Circus, and has performed across six different counties. Arc Circus work has won awards and been presented at Major Festivals, Sydney Festival with ‘A Bee Story’ and ‘Living Sculptures: How the birds got their colours’, Auckland Festival, Edinburgh Fringe, Underground Festival, Joondalup Festival and more.
“Our aim is to bring high calibre “narrative-focused” contemporary shows uniquely combining circus, dance and theatre, to an international audience through artistic collaborations and performance excellence. Representative of the times, accessible to all.”
