Arco
Repositioning a B2B market leader to become the trusted voice of safety.
For over 140 years, Arco has stood at the frontline of safety. Protecting the people who power the UK’s essential industries. Not just through products, but through expertise, guidance and a deep, unwavering commitment to saving lives.
This is a business built on purpose. A fifth-generation family company with a singular mission: to keep people safe at work.
The challenge: a market leader under threat
The world around Arco had changed. Digital-first disruptors were moving in, offering cheaper, faster and more transactional alternatives. Safety was being reduced to price and convenience.
At the same time, Arco’s strength had become its weakness. A broad mix of products, services and expertise, but no single, clear voice. Internally, direction was blurred and externally, the full value was hard to see.
The risk was simple. A purpose-led leader in danger of being seen as just another supplier. Arco needed to redefine what they stand for.
The solution: redefining the story
Through deep customer insight and strategic interrogation, we created a powerful platform: Your World Made Safer. A simple, human, and sector-agnostic concept that captures Arco’s expertise, capability and real-world impact.
From this core brand idea, everything aligned. Inside the business, we brought the brand to life from the inside out. A company-wide launch united leadership and teams behind a clear direction and shared purpose. A keynote event, with Sir Ranulph Fiennes, grounded the strategy in the lived reality of risk and safety, creating real energy and momentum.
Outside, we reshaped how safety is seen. Moving beyond product to human impact, positioning Arco as true Experts in Safety. From their first-ever TV ad to a fully integrated, multi-channel campaign spanning video, photography, digital and experiential, every touchpoint was designed to connect. The right message, in the right place, at the right time.
The impact: a brand redefined in the real world
Inside the business, teams aligned behind a clear and compelling narrative. “Your World Made Safer” became a way of working, not just a message.
In the market, Arco showed up with new clarity and confidence. Emotional storytelling broke through a functional category, the TV campaign outperformed benchmarks proving that feeling drives action.
Perception shifted. Arco is no longer seen as just a supplier, but as a leader shaping the future of safety in the UK.
And the commercial impact followed. A multi-award-winning campaign delivering a 29.6% average revenue uplift, £8.6 million in incremental revenue, and £1.7 million in gross profit from the top 100 accounts.
Head of Brand, Proposition and Marketing Operations, ArcoRide Shotgun challenged us to stop telling the story we wanted to tell, and start with what our customers actually needed. That interrogation of the brief is where the real value came from. They weren’t afraid to pull our brief apart. That challenge led us to deeper insight and a much more powerful proposition.
