Brief
Craft a one-liner that would appear upon first opening Arc, setting the stage for onboarding and the product in general. (No pressure!)
Solution ✨
Find a balanced phrase that both represents the product, but also feels somewhat grand.
The main challenge I found with this one-liner was representing what seemed like two sides of the company — the aspirational (i.e. CEO) and the practical (i.e. the people creating the product).
It needed to be high level, but I also didn’t want people to feel like the phrase didn’t represent what they’ve created — that would be unfair.
I actually really dislike a lot of taglines, I think if something is too Grand™, it lands generic, cheesy and honestly, forgettable. I feel like as an industry we over index on examples (“Just Do It” and “Think Different”) that mainly feel successful in retrospect.
We had a lot of conversations, went through a lot of different lines — “Glimpse of the future”, “What if…”, “It’s your internet” — but I ultimately decided on “Meet the Internet Again” for a few reasons.
- I like that it’s still connected to being a browser ,
- I like that it’s also sort of high level and philosophical, but reads as a suggestion and can be interpreted different ways. It’s not demanding you to feel something. I always find “forced” statements to be overdone and cheesy.
- I like that it was also inspired by a feeling described my some users. That the browser felt like a “reintroduction” to the internet.
Looking back on it, I’m still proud and agree with this copy decision!