Arq

In February 2023, Advanced Emission Solutions (ADES) completed its acquisition of Arq Limited, forming North America’s first fully vertically integrated provider of activated carbon. This merger also created a new environmental technology company focused on removing harmful pollutants from land, air, and sea to enable a cleaner planet. Despite this transformational opportunity, the combined company faced a critical challenge: developing a unified brand that honored its legacy while positioning itself for a bold, innovative future. To achieve this, ADES and Arq turned to WANT for guidance

We began with a deep discovery process, conducting interviews with executives and customers to uncover the business and branding opportunities the merger presented. Competitive audits further illuminated the landscape, offering insights into how competitors positioned themselves in the market. From this, we created a foundational brand positioning idea, “Activate The Future,” which acknowledged the company’s expertise in activated carbon while emphasizing its commitment to driving environmental progress.

The name Arq was selected for the new entity, retaining its positive associations with earth and comprehensive solutions. The brand’s visual identity was reimagined with a bold new logo featuring a cobalt-blue icon that symbolized air, water, and soil, paired with sharp, modern typography. To ensure consistency and clarity, we developed brand guidelines outlining logo usage and the broader identity system. A suite of activation materials, including templates for presentations, press releases, and corporate communications, was created to support the brand launch.

Finally, we merged the digital presence of both companies into a single unified website. The site featured new copy, imagery, and infographics to effectively tell the story of the new Arq and present its offerings in a clear and compelling way.