Arena

Predictive, so you can be proactive.

Role

Concept, Copywriting

Scope

Creative Direction, Concepts

Arena is transforming workforce management by using AI to revolutionize how organizations find, hire, and develop talent.

My creative partner, Frankie, and I were brought in by Broad Agency to craft Concept, Identity, and Messaging for a rebrand that positions Arena as a leader in the labor market.

The goal: capture their technical, experimental edge while aligning with their intelligent, forward-thinking, and undeniably cool brand persona.

The concept is called At the Top of Your Workforce Game. It is rooted in trailblazing performance and a coach mentality. As Arena leads the league in ethics, intelligence, and dataset, they provide a space for individuals and orgs to discover opportunities and carve their own paths towards success. This direction also leans into “the game” and Arena being the ultimate place where teams thrive.

We started here. We dove deep into concept ideation, aiming to create something fresh yet grounded in the workforce industry. We explored a wide range of inspirations—everything from the strategic precision of chess and the competitive spirit of the Olympics to the intricate order of circuit boards and the intellectual energy of academic arenas.

What stood out to us most were design systems that transform complexity into clarity. Think wayfinding systems that guide you effortlessly or guiding lights that help navigate intricate spaces. These ideas felt perfectly aligned with Arena’s mission: taking the chaos of the labor market and making it seamless, strategic, and empowering.

Overall, the themes we were exploring aligned with the ideas of strategy, performance, optimization, and excellence.

As a single concept took shape, we leaned into Arena’s innate vibe— a "cool nerd" AI startup experimenting at the cutting edge of workforce tech.

o bring this to life visually, we introduced a colors with energetic impact that would feel vibrant in a space dominated by minimalism and primary palettes.

Our story evolved as well. We started tapping into the energy of literal arenas—the excitement, the strategy, the rising-to-the-occasion moments. Arena became positioned as the ultimate game-changer, helping organizations and individuals maximize their potential.

Our final concept is bold and engaging, a perfect blend of edge and warmth, even for a B2B audience. We built an entire world around an abstract, almost metaphysical arena that embodies the "human game" taken to the next level. The best way to describe it? Electric.

Visually, it’s vibrant and full of energy, drawing people into a space where empowerment and ambition come to life. The messaging mirrors this, highlighting how Arena’s AI doesn’t overshadow human intelligence—it amplifies it. By balancing their experimental, cutting-edge spirit with confident and approachable language, we positioned Arena as the go-to partner for workforce transformation at every level.