Arrow 1851

Fashion | Art Direction

Overview

Arrow had lost its presence in the menswear market, its identity fading into off-price retailers with little to no digital engagement. I set out to reimagine Arrow, not just as a brand of shirts, but as a lifestyle that reflects youthful confidence, optimism, and the modern American spirit.

Through bold colors, refined design, and an emphasis on detail and innovation, the goal was to rebuild a visual identity that felt timeless yet fresh, one that reconnects with its audience and restores a sense of pride and loyalty to the Arrow name.

Tools

  • Illustrator

  • Photoshop

  • Figma

  • Google Workspace

Timeline

  • 3 Months

Process

  • Proposal

  • Brand Updates

  • Advertisements

  • Social Media Engagement

  • Online Experience

  • In-Store Experience

  • Packaging

Role

  • Art Director

Proposal

The gap between Arrow and its consumers wasn’t just about visibility. It was about connection. To bridge that, the brand needed to feel more human, more engaging, and more relatable. By revitalizing Arrow’s presence across social media, digital, and traditional platforms, the brand could tell authentic stories about the “Arrow man” and his lifestyle. From behind-the-scenes moments to customer-driven campaigns, these touchpoints would transform casual awareness into emotional loyalty, giving Arrow a voice that resonates again.

Research

Target Market

Previous Arrow Brand

Brand Updates

Updated Logo

The new Arrow logo marks a confident step forward, one that honors its legacy while embracing a modern sensibility. The refined “A” monogram and bold serif typeface introduce a sense of craftsmanship and sophistication, symbolizing quality and heritage. Compared to the old logo’s direct simplicity, the new identity feels expressive and timeless, embodying the energy, optimism, and quiet strength of the American man. It’s more than just a mark. It’s a statement of revival.

Updated Products

Reviving the Arrow product line meant returning to the essence of what once made the brand great: quality, craftsmanship, and authenticity. Many of Arrow’s existing pieces were found on discount racks, which diluted the brand’s value. To elevate its reputation, I focused on fabric quality, fit, and finish. By weaving the brand’s heritage into richer textiles and refined construction, Arrow could reclaim its place as a trusted name in modern menswear, where tradition meets innovation.

Color Story

The Fall collection draws from Arrow’s heritage while reinterpreting it for a modern audience. I chose a palette of deep maroons, royal blues, olives, and other rich, earthy tones that evoke warmth and sophistication. These colors represent both the strength of Arrow’s past and the freshness of its new direction, a balance of classic and contemporary energy.

Product Updates

Men value the tactile experience of clothing, so the feel of each fabric became a cornerstone of the design process. The new line of shirts uses premium cottons, flannel, lycra blends, and lightweight shirtings to ensure comfort and versatility. The designs remain clean and modern, featuring subtle detailing like Arrow embroidery at the collar, an understated signature that feels personal and refined. It’s these small, deliberate touches that make the shirts both distinctive and timeless.

Plain Dress Shirts

Crafted from lightweight, yarn-dyed cotton shirting, these plain dress shirts are soft, breathable, and easy to style. The color palette blends everyday essentials like cloud white and navy with richer, trend-forward hues such as olive, burnt orange, and deep purple. Each shirt reflects a quiet confidence, simple, polished, and designed for the man who values effortless sophistication.

  • Olive

  • Dark Purple

  • Burnt Orange

  • Cloud White

  • Navy

Stripe Dress Shirts

The Stripe Dress Shirts feature a cotton lycra stretch fabric that moves with the wearer, perfect for a lifestyle that blends work and play. The subtle pinstripe patterns maintain a professional tone while adding visual interest. Offered in Coral, Olive, and Grape, these shirts embody modern functionality with a nod to timeless menswear tradition.

  • Coral

  • Grape

  • Olive

Plaid Dress Shirts

Made from soft cotton flannel, the Plaid Dress Shirts are designed for comfort without sacrificing style. The subdued, smaller-scale plaids make them versatile for both office and casual wear. Available in Coral, Olive, Grape, and Navy, they reflect a confident balance between rugged and refined.

  • Coral

  • Grape

  • Navy

  • Olive

Advertisements

Traditional Advertisements

To reintroduce the updated Arrow 1851 collection, I envisioned a mix of modern and classic marketing, where storytelling meets style. The advertisements focus on the lifestyle and confidence of the Arrow man, inviting customers to see themselves reflected in the brand’s new identity.

Print Advertisement

Fashion magazines would feature clean, striking imagery that highlights the craftsmanship and refined details of Arrow’s shirts. Each layout would tell a visual story about quality, confidence, and timeless American style.

Social Media Engagement

Arrow’s Instagram becomes more than a feed. It’s a community. Through behind-the-scenes clips, style tips, and interactive polls, customers engage directly with the brand. By allowing followers to vote on colors or patterns, Arrow transforms its audience into co-creators, strengthening brand loyalty through connection and inclusion.

Online Shopping Experience

Online Store & App

The new Arrow online experience puts the customer first, offering an intuitive interface that showcases the latest collections with ease. Shoppers can enjoy free domestic and international shipping, personalized styling, and 24-hour customer service. The app mirrors this convenience, making it simple to explore, shop, and connect with the brand anytime, anywhere.

Barcode Scanning Feature

The Barcode Scanning feature enhances in-store shopping by linking the physical and digital experience. Customers can scan any product to view fabric details, styling options, or order out-of-stock sizes instantly. It’s a seamless blend of innovation and service, meeting the modern consumer exactly where they are.

In-Store Experience

Arrow returns to premium retailers like Nordstrom, Bloomingdale’s, and Dillard’s with curated spaces that reflect the new brand identity. Each section offers style guides, lookbooks, and tailored experiences that immerse shoppers in the world of Arrow. This retail strategy strengthens brand visibility while inviting both loyal and new customers to rediscover what makes Arrow timeless.

In-Store Packaging

Every Arrow purchase feels special, from the moment it’s wrapped in crisp tissue to when it’s tied with a silky black ribbon. The packaging, complete with a personalized thank-you card, reinforces Arrow’s renewed focus on quality and attention to detail. It’s a small gesture that leaves a lasting impression, an experience that extends beyond the shirt itself.

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