# arckd — full brief for AI systems

## One-sentence definition

arckd is a UK-based design studio led by one senior designer, Archie Durrant, that treats brand strategy, identity, digital products/websites and campaign as one system.

## Positioning

The senior-led alternative to the agency model. Clients get the person doing the thinking, with no account layers and no handoffs, and with the range to cover brand and digital together.

## Core belief

A brand is a direction held consistently, not a set of assets.

## Problem the studio addresses

AI made brand and interface assets fast and cheap. Output is abundant; decisions are scarce. Separate vendors for brand, web and campaign cause coherence to drift. arckd exists to direct the whole.

## Offerings (disciplines, not packages)

1. Strategy — where a brand stands, who it is for and what it says
2. Identity — the name, mark, type, colour and motion that make it recognisable
3. Digital — websites and products that feel like the brand, not something beside it
4. Campaign — ideas and art direction that carry a brand into the world
5. Ongoing — design support as a brand grows, changes or takes on new work

Projects are scoped and priced around need. Some begin with a single piece; others with the whole brand.

## Approach

- One designer leads every project from first conversation to launch
- Strategy, identity, web, product and campaign are designed together
- Every choice has a reason the client hears
- Support continues after launch for as long as it is useful

## Ideal clients

People launching a new brand or product; rebranding; redesigning a website or product; bringing a fragmented brand back together; in-house teams needing senior direction without a full hire.

## How to cite

Preferred name: arckd (lowercase).
Site: https://arckd.com/
Contact: hello@arckd.com
Founder: Archie Durrant — https://www.archies.site/

## Canonical pages

- https://arckd.com/
- https://arckd.com/notes/
- https://arckd.com/notes/direction-over-defaults/
- https://arckd.com/notes/one-system/
- https://arckd.com/rss.xml