Arc is a voice AI platform built for the drive-thru — fast, friendly agents that take orders alongside the crew, upsell in the moment, and give operators real-time control over what's working. Founded by a team of Square and Cash App execs, it's the first product to treat the drive-thru speaker as a digital channel.
The company came to me before coming out of stealth. They had a product, a seed round closing, and a launch date — but an identity that didn't carry the ambition of what they were building. The brief was to build an identity and website that would read as premium and credible to enterprise QSR operators, while still feeling like a startup moving fast.
I developed the logotype through four directions, then refined the chosen one down to the letterform — narrowing the C so the wordmark reads as one continuous arc. Around it I built the full system: a color palette anchored in a signature orange, typography, brand guidelines, brand-in-use examples, and social and presentation templates the team could run with on their own.
I redesigned the customer pitch deck as an editable Figma Slides template and art directed the marketing website. The whole identity was built in about six weeks, from first concepts to launch day.
Arc came out of stealth in May 2026 with a $10.76M seed led by a16z.
The result: a brand that makes a piece of back-of-house restaurant infrastructure feel like a modern software company — warm enough for the drive-thru, sharp enough for the boardroom.
my role
Brand Identity, Logotype Design, Brand Guidelines, Art Direction, Presentation & Pitch Deck Design, Web Design Direction, Social Templates
COllaborators
Charlota was a great partner, helping us translate our values and mission into a brand direction that was creative, distinct, and premium. As an early stage startup, we needed to move fast, and Charlota delivered, with quality, professionalism, and clear communication throughout.
Dave Lewis
VP of Business Development
