Branding
ArcFlow Brand Identity
A brand identity built for manufacturing ERP software, designed to feel like order without rigidity.
Year :
2025
Industry :
SAAS | ERP
Client :
Arcflow
Project Duration :
1 Year
Context:
ArcFlow is manufacturing ERP software built for factory floors, where work rarely moves in a straight line. As the sole designer on ArcFlow, I owned the identity from the ground up, brief to final system, alongside my product design work on the platform itself.
The Mark & Essence:
There's a shape to how work actually happens on a factory floor: curves, handoffs, things that don't move in straight lines. Orders get reworked mid-run. People step in where a system can't. ArcFlow just tries to move with that shape instead of against it.
The name carries that logic directly. Arc is a bend, not a break. Flow is what happens when nothing's fighting the process anymore. The mark needed to hold both: enough structure to read as engineered, enough ease to avoid looking rigid.
System :
The mark is built on a defined grid, deliberate rather than decorative. Typography (Baloo 2) brings a rounded, approachable weight that offsets the geometry of the mark, so the system reads as considered without reading as cold.
In the Field :
The identity now runs across ArcFlow's product, marketing, and print collateral, including a live presentations and the company's annual report. Owning brand and product together meant neither developed in isolation. Every UI decision reinforces the same visual logic as the mark itself.
More Projects
Branding
ArcFlow Brand Identity
A brand identity built for manufacturing ERP software, designed to feel like order without rigidity.
Year :
2025
Industry :
SAAS | ERP
Client :
Arcflow
Project Duration :
1 Year
Context:
ArcFlow is manufacturing ERP software built for factory floors, where work rarely moves in a straight line. As the sole designer on ArcFlow, I owned the identity from the ground up, brief to final system, alongside my product design work on the platform itself.
The Mark & Essence:
There's a shape to how work actually happens on a factory floor: curves, handoffs, things that don't move in straight lines. Orders get reworked mid-run. People step in where a system can't. ArcFlow just tries to move with that shape instead of against it.
The name carries that logic directly. Arc is a bend, not a break. Flow is what happens when nothing's fighting the process anymore. The mark needed to hold both: enough structure to read as engineered, enough ease to avoid looking rigid.
System :
The mark is built on a defined grid, deliberate rather than decorative. Typography (Baloo 2) brings a rounded, approachable weight that offsets the geometry of the mark, so the system reads as considered without reading as cold.
In the Field :
The identity now runs across ArcFlow's product, marketing, and print collateral, including a live presentations and the company's annual report. Owning brand and product together meant neither developed in isolation. Every UI decision reinforces the same visual logic as the mark itself.
More Projects
Branding
ArcFlow Brand Identity
A brand identity built for manufacturing ERP software, designed to feel like order without rigidity.
Year :
2025
Industry :
SAAS | ERP
Client :
Arcflow
Project Duration :
1 Year
Context:
ArcFlow is manufacturing ERP software built for factory floors, where work rarely moves in a straight line. As the sole designer on ArcFlow, I owned the identity from the ground up, brief to final system, alongside my product design work on the platform itself.
The Mark & Essence:
There's a shape to how work actually happens on a factory floor: curves, handoffs, things that don't move in straight lines. Orders get reworked mid-run. People step in where a system can't. ArcFlow just tries to move with that shape instead of against it.
The name carries that logic directly. Arc is a bend, not a break. Flow is what happens when nothing's fighting the process anymore. The mark needed to hold both: enough structure to read as engineered, enough ease to avoid looking rigid.
System :
The mark is built on a defined grid, deliberate rather than decorative. Typography (Baloo 2) brings a rounded, approachable weight that offsets the geometry of the mark, so the system reads as considered without reading as cold.
In the Field :
The identity now runs across ArcFlow's product, marketing, and print collateral, including a live presentations and the company's annual report. Owning brand and product together meant neither developed in isolation. Every UI decision reinforces the same visual logic as the mark itself.