Arch is a startup concept designed to support parents from the birth of their child right through to the start of adult life. From advice and activities to savings and financial management, the idea is to provide all-round, guilt-free support, built around the slogan “Do better for kids.”

For the name, I chose Arch as a reference to Noah’s Ark, which to me symbolises both transition and protection. The logo reflects that idea through four protective arches surrounding a central star, representing the child’s future, growth, and success.

From a design perspective, I wanted to create a strong sense of balance. For the colour palette, I went with a vibrant green to capture the raw energy and spontaneity of childhood. To balance that out and bring credibility to the financial side of the brand, I paired it with a more organic and reassuring mix of khaki, brown, and off-white tones. As for the typography, I leaned into a contrasting duo: a bold, ultra-modern typeface combined with a serif font, grounding the brand somewhere between innovation and trust.