Arc Public is a communications agency that helps government better connect with communities, making them more effective, and ultimately making Australia a fairer place.
Arc Public is the government-centric arm of Essential Media, a full service communications consultancy with offices across Australia and New Zealand.
Essential Media approached Alto to develop a brand name and visual identity for their government practice, with a vision to do public engagement for government in a considered, effective way.
The identity had to convey the idea of being a partnership, and be subtle yet memorable enough in its visual language.
The inspiration for the naming and visual identity strategy was inspired by the underlying belief that the power of stories – the narrative arc – can connect people, and move hearts and minds. Other properties of the arc — strength and support, flexibility and concision — are also hallmarks of the brand.