With a legacy spanning nearly half a century, their diverse trading portfolio includes notable brands like Pierre Henry (Furniture), Ashok Leyland (Automobile), Luminary (Houseware), Westpoint (Consumer Electronics), and most recently, Autograph (Stationery Superstore).
Group Arkays had an audacious vision to reimagine the stationery industry. Together, we created an incredible stationery experience centre.
We held several deep dives with their team to unearth the driving values that fueled their vision for venturing into this new industry.
Group Arkays wanted to create a unique stationery buying experience for people of all ages and businesses, a sanctuary for creatives and professionals. These guiding principles inspired us to conjure up a brand called, Autograph.
There’s a lot in a name. Because of the place brands have in our lives today, a brand’s name can evoke strong feelings in consumers.
We wanted to create a stationery brand that would feel like the working creative or professional’s best friend. One that will make a significant mark on the market and deliver signature experiences. And what better name for a brand making a mark than Autograph?
The tools we use in our professional, academic, and creative endeavors can be easily neglected as secondary, but at Autograph, they are the star of the show. It was important to us that Autograph felt friendly yet sleek.
We reflected this in the colours we chose and the logo design. We selected Auto and Ocean Blue, Radiant Yellow, and Orange as our key colours; they are bright and pull attention while being easy on their eyes.
We designed the logo as a single unbroken signature that would reflect Autograph’s unbroken commitment to excellence.
In addition, we also designed a verbal identity and brand personality to define the brand’s messaging across every touchpoint, ensuring the balance between friendly and sleek.
With these traits, we shaped a brand that makes people feel like perhaps “the simple things in life are the most wonderful things.”
