Brand Architecture — Arnaud Delecolle

Arnaud Delecolle

Strategic Advisor

Brand Culture & Commerce

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Selected Works

Brand Architecture.
Brand DNA development, codified and unified into a non-derivative global identity.

OBRA

Directive: Identify a structural gap in a saturated marketplace to introduce a democratic, utilitarian, yet premium footwear alternative. The objective was to create a timeless brand that broke through the saturated market clutter by speaking directly to a culturally aware, global consumer who values quality and artistry over transient fashion trends.

Strategy: Developed a brand DNA rooted in "Utility & Artistry"—a dual-meaning concept where "OBRA" signifies both construction work and a work of art. This foundational identity allows the brand to emphasize product features and utilitarian comfort while addressing the cultural zeitgeist through the arts and support for emerging talent, rather than through trends that compromise product longevity. The architecture is solidified through an ethical approach to manufacturing, environmentally sound decisions, and social consciousness. Additionally, this "Artistry" extends to a high-barrier to entry vulcanized manufacturing process, leveraging handmade artisanal skill and premium material standards to differentiate the brand from mass-market alternatives.

MARYJANE

Directive: Navigate the "Scale vs. Authenticity" paradox for an iconic women’s heritage skate brand. The challenge was to reposition the brand for the high-volume casual footwear market without eroding the authentic subcultural roots that provided its core legitimacy.

Strategy: Realigned the brand narrative to embrace its deep-rooted skate DNA as a primary driver of global fashion trends rather than a niche constraint. By establishing a single, authoritative language of urban mobility, the strategy transitioned a specialized equipment provider into a culturally relevant influencer of broader lifestyle trends.

CIAO SLICE SHOP

Directive: Conceptualize a contemporary hospitality brand identity that balances sophisitication and timelessness with the cultural accessibility of a traditional "Pizza Slice" shop. The goal was to build a brand voice and visual language strong enough to endure beyond the product itself.

Strategy: Developed an end-to-end Corporate Design manual including core purpose, mission, and positioning. Architected a modular identity system capitalizing on heritage typography and a classic aesthetic to ground the brand—ranging from premium packaging and specialized uniform programs—ensuring a unified, culturally resonant "DNA" across every physical and digital touchpoint.