Client
Frank te Hennepe
Overview
ARA Industries, formerly known as Apparaten Fabriek ARA Aalten, is a trusted name in mechatronics with decades of expertise. However, its branding hadn’t evolved since the 1960s and no longer reflected the company’s innovation and forward-thinking approach. The goal was to modernize the brand while preserving the strong connection to its history.
Client
Frank te Hennepe
Industry
Manufacturing
Service
Brand Identity
Logo Design
UX Design
Media Assets
Content Creation
Duration
12 Weeks
The Challenge
ARA Industries had built a strong reputation over decades, but its visual identity hadn’t evolved since the 1960s. The previous brand identity made it harder to communicate the company’s current capabilities and innovation to new clients, especially in a highly technical and competitive market. Some parts of the website were broken or too (technically) complicated, which risked undermining the sense of reliability clients had come to expect.
The Process
I began with deep research into ARA Industries’ history, market position, and client needs. Their legacy was rooted in innovation, trust and employee centricity but the current branding no longer reflected these core strengths/values. Meetings with stakeholders helped pinpoint these core values to be integrated into the identity. I developed several design options that balanced respect for ARA’s heritage and employee-driven identity with a design system that felt grounded, precise, and human. The final identity features timeless typography, a new logo that was the logical evolution of the previous one, and a streamlined palette and pattern conveying trust and progress. Alongside the visual update, I redesigned the website for better, simpler usability and refreshed marketing assets for consistency. This approach honored their history while positioning ARA as a forward-thinking, caring leader, boosting recognition and engagement.
The Result
The rebranding transformed ARA Industries’ image, reinforcing its position as a trusted leader in mechatronics. The modern identity and improved digital presence enhanced brand recognition and client engagement while staying true to the values their audience cares about: innovation, reliability, and people-focussed. The company was honored with an award for Best Knowledge Supplier shortly after the relaunch.
