When it comes to rebranding, success isn’t measured by a new logo alone. It’s about creating a single, cohesive identity that reflects a company’s true vision. That was the challenge and the opportunity we embraced when helping ARC Nation relaunch its new brand.
Before the Rebrand: Two Identities, One Company
For years, ARC operated under two distinct brands:
- Automotive Reinsurance Concepts – focused on F&I products such as reinsurance, warranties, GAP, VSAs, along with consulting and training solutions.
- SmartGroups – focused primarily on Dealer 20 Groups.
- Asking the right questions up front and maintaining an open, consistent communication with their leadership team throughout.
- Two comprehensive 30-page website and digital marketing evaluations for both businesses.
- Determine short-term and long-term objectives, strategies, marketing calendar, and future action plans.
- Building alignment around shared goals: drive more website traffic, gain more brand exposure, improve lead generation, and combine all they do under one name with one forward message.
The rebrand strategy was clear to us as we analyzed the business; merge consulting, training, 20 Groups, and F&I solutions into one unified identity. That identity became ARC: a single brand designed to serve every dealership need under one roof.
Our Role in the Rebrand
In collaboration with VisionAmp Web Design, Critchfield Consulting provided a full-service rebrand and relaunch that included:
- Logo Rebranding – A new, modern design that reflected ARC’s expanded scope.
- Custom Website Development – 70+ pages of new, SEO-optimized content aligned to ARC’s team, resources, products and service solutions.
- Domain Consolidation – Permanent 301 redirects and backend programming rehaul to merge two entities into one new domain.
- Content Strategy – Creating a comprehensive hub for dealer resources with blogs, articles, galleries, videos, white papers, calendars, and case studies.
- Digital Marketing Integration – SEO, SEM, CMS, Google Analytics, and lead generation tracking built into the foundation.
- Asset Accumulation - Identify, edit, shoot and resize imagery and video assets for rebranding strategy.
- Collateral Refresh – Updated business cards, collateral, stationery, email signatures, and social media platform graphics for consistent branding across all digital channels.
The Results: ARC Nation Relaunched
Today, ARC is no longer split across separate brands. Instead, it delivers a unified presence that represents:
- All-in-one solutions for consulting, training, dealer 20 groups, and F&I programs.
- 140+ years of combined team industry expertise across reinsurance, warranties, VSAs, and dealership consulting.
- A comprehensive resource tool where dealers can find helpful links and access everything from blogs and videos to industry news and training materials.
- A cohesive brand identity that flows across digital and physical channels alike.
Why It Matters
In today’s dealership landscape, clarity and cohesion aren’t optional, they’re essential. The ARC Nation rebrand provides exactly that: one clear, authoritative voice and one domain where every dealer solution lives.
Closing Thought
For Critchfield Consulting, this project represents what can be achieved when strong planning, communication, and strategy align. For ARC, it marks the beginning of a new era, one where independent and franchised dealerships across the country know exactly where to turn for consulting, training, 20 Groups, F&I solutions, and reinsurance expertise.
ARC Nation is where dealers go for answers and Critchfield Consulting couldn’t be more proud to be ARC’s trusted partner in this endeavor!
