Now the largest building materials manufacturer in the country, The General Shale team was looking to modernize the way they connected with their consumers and businesses around the world when ARO partnered with them and ushered in a new way of connecting with their consumers. Since that partnership began, we have become their agency of record and work with them on a variety of different projects, from marketing strategy, print management, social media strategy, and web development to design and branding work.

Couture Technologies is at the forefront of fashion innovation with tech that could change how consumers try on clothing. ARO partnered with Couture Technologies to establish a strong, vibrant brand through website creation and a bold brand video. Inspired by innovative, avant-garde designers and striking colors, ARO created a stunning site that encompasses key messaging and useful information about Couture Technology’s state-of-the-art product. The brand video encapsulates Couture Technology’s mission: high fashion, bold ideas and futuristic technology.

ARO partnered with Dobyn’s Bennett to create a logo that takes the rounded arch of the D and the B and creates an abstract upward flowing visual. These curved shaped pull from a motion that can also be found when students raise their instruments to perform, the color guard elegantly arches their flags, and the conductor lifts his baton to begin the piece. The upward motion represents the spirit to do and achieve more, and the abstract style allows a fresh interpretation of the artistry created daily by these students.

ARO partnered with the city of Greeneville, TN to capture the beauty, history, and rich community of the city and create a modern representation of future plans for their continued economic development and tourism initiatives. ARO designed and hand-painted a “Greetings From…” mural inspired by the heritage, adventure and hospitality of Greeneville, all while creating a fresh, user-friendly website to support the needs of the community.

ARO partnered with Connect Outdoors through Launch Tennessee’s program, The Bundled Initiative. We were tasked with creating a unique website that had the capabilities needed to support significant brand growth and membership. This website need to function as a web-based fishing league app, membership login portal, and e-commerce shop for brand merchandise as well as product sales. ARO took inspiration from the great outdoors and hand-illustrated fish and other textures to ensure this design was as unique as the brand.

ARO partnered with Tara Hodges to recreate her brand in a very powerful way. Under the inspiration of nature and the art behind it, we created a logo and branding guide that flows with a variety of different photography styles. This logo option plays with the TH initials in an abstract way. The movement of the logo brings to mind the natural and organic feel of impressionist paintings. The fluidity of the typography speaks to the nature of the photographer and the work that is created through the brand.

Strong heritage, focus on family and a vision to build on a foundation of innovation. “This is Kingsport” was a city-wide movement to celebrate and share 101 years of achievements and the continuation of an inspired outlook in the mountainous city of Kingsport, TN. This project was strategy-focused, with new and versatile branding, a brand video encompassing the vision, and website to showcase it all. After it’s implementation, the City of Kingsport was ready to share what makes it a good place to live, work and play.

The Bear Brothers brand is strong, masculine, and iconic. By utilizing a textured headline font, we reinforce the idea of accepting the old. The contrasting clean and modern font tie in the new, communicating that transition of the trucks and individuals who become part of this community Bear Brothers is striving to create. The grayscale colors achieve a timeless and professional look. Bold photography and minimalistic graphics are used to emphasize the high-quality products created by Bear Brothers.