Arcam Brand Refresh
Arcam, a respected name in British hi-fi since 1976, unveiled a bold new chapter with the launch of the Radia Series — a complete redesign of its iconic audio products, blending modern minimalist design with a vibrant new brand identity. To introduce this transformation, Arcam commissioned a series of video vignettes that would speak to both loyal enthusiasts and new audiences. I was brought in to edit and animate three distinct lifestyle-driven narratives — The Aficionado, The Creator, and The Novice — helping to visually express the brand’s evolution through dynamic storytelling and premium motion graphic
The Challenge
Arcam’s refresh was more than cosmetic — it was a redefinition of how the brand connects with modern consumers. They needed polished, emotionally resonant videos that could bridge their legacy of craftsmanship with the excitement of a new visual era. Each video vignette had to feel distinct yet cohesive, showcasing how the Radia Series fits into different lifestyles while maintaining a unified brand voice.
My Approach
I approached the editing and motion design with a focus on subtlety and sophistication — letting the visuals breathe, the products shine, and the sound design enhance the emotional arc. Each vignette was crafted to feel like a glimpse into real life, underpinned by seamless motion graphics that reinforced Arcam’s refined aesthetic without overwhelming the viewer.
The Results
The final videos captured the heart of Arcam’s brand evolution: timeless craftsmanship, future-forward design, and the emotional power of music. The vignettes rolled out as part of Arcam’s brand relaunch campaign, energizing their presence across digital channels, dealer networks, and events — and signaling to the market that Arcam was not just updating its look, but redefining its identity for a new generation of listeners.