Arnell

Founded in 1979, Arnell is a world-renowned communications, design and brand creation firm specializing in product innovation, identity and experiential design from first concept to market solution. Areas of expertise are advertising, new media integration, retail presence, experiential design, product and brand innovation, industrial design, graphic design and packaging design.

Arnell has a history of creating inventive ways to remake or improve upon the ordinary. From its earliest days, as with the Donna Karan fashion ads that featured artful black and white photography and neither product nor logo, Arnell's techniques are often so new that they're hard to recognize in their new format. Break-out ideas, such as printing outdoor ads on sailcloth to allow for a larger scale than had ever been seen before, as with the famed Samsung streetscape in Manhattan, and creating some of the first fully integrated and cooperative marketing programs, such as Tina Turner with Hanes Resilience, are Arnell's signature.

Arnell has created the omnimarks and image identity for such noted global companies as Pepsi, Tropicana, SoBe, Donna Karan, DKNY, ConEdison, Samsung, and Rbk, and created such iconic commercial films as Chanel featuring the re-animated Marilyn Monroe, Reebok featuring Terry Tate Office Linebacker, and SoBe featuring Naomi Campbell and the SoBe lizards dancing to "Thriller".

Arnell has played a significant role in creating the brand platforms, products and marketing strategies for many leading global brands. A few of the notable clients Arnell has worked with are: Pepsi, including the complete re-design of the new Pepsi brand identity and package; Samsung, including the creation of the critical "Simply Samsung" and "Everyone's Invited" communication and identity platforms, which propelled the consumer electronics giant into worldwide fame; Donna Karan/DKNY for creating and developing the DKNY brand; Banana Republic on the repositioning from a niche retail boutique to the ubiquitous chain; Bank of America on the re-design of branch experience nationwide; and, Reebok, on concept, creation and launch of the Rbk brand, which spearheaded the turnaround of the company.

Other partnerships and contributions have included associations and assignments DaimlerChrysler to do front-end marketing and innovation for all new vehicle introductions for DaimlerChrysler North America; partnering next generation health and nutrition with Masterfoods; working and developing next generation products for Unilever; and partnering with Electrolux on all next generation small domestic appliances. In a joint innovation venture with The Home Depot called OrangeWorks, Arnell created the HomeHero fire extinguisher. Peter Arnell is Chief Innovation Officer of Chrysler and was one of the founding directors of Peapod Mobility company. Arnell's recent design of Peapod electric vehicles for Chrysler will be released in Fall 2009.

Arnell's work has garnered awards in areas of communications, such as the coveted Cannes Gold Lion for Best in Category and multiple Clio's, both a Gold and a Silver IDEA in 2007, and the first CFDA Award, in 1987 for excellence in branding and communications.