Idea: Raw Talent

Arctic Cat needed their new corporate headquarters to feel like an experience that would pay homage to its past while setting a modern marketable tone for its future.

Arctic Cat needed their new HQ to be experience paying homage to its past while setting a modern marketable tone for its future.

Environment

Think

The colloquial statement in the Arctic Cat halls is “Race it on Sunday, sell it on Monday.” We leaned into their culture of relentless innovation by developing and curating a filter through which everything was created: Raw Talent.

How cool is this? Arctic Cat chose a 100-year-old building with character—this was our canvas. ”

- Jason Strong, Latitude

Design

Inspired by the environments in which Arctic Cat races, we brought the outdoors inside. The design is bold and evocative, this combination creates an environment that is raw yet modern.

Make

From raw material selections to modernized graphics of historic brand elements, every square inch of this 6-story building was intentionally designed.

Impact

Revived and modernized a 107-year-old historically protected building, that increased visibility and marketability to recruit top talent.

What’s different about Latitude is they become almost a seamless part of your team, not just an agency for hire. ”

- Chief Marketing Officer, Arctic Cat

Strategy

Research & Analysis
Positioning
Naming

Content Design

Copywriting
Photography
Print

Experience Design

Signage & Wayfinding

Production

Site Surveying
Keylining
Prototyping
Installation