About Services Profiles Press Contact

Peter Eric Arnell

Founder & Chairman Intellectual Capital Investments PETERARNELL

Design & Branding Executive

New York, NY, USA

Peter Arnell

Tessy Antony de Nassau

Finding Butterflies Consulting Ltd

Peter’s Biography

View moreless

Peter Eric Arnell is a Brand and Design Expert, Author, Photographer and Founder, Chairman & Chief Creative Officer of PETERARNELL. He is known for transforming products, brands and campaigns for some of the world’s most prestigious companies, including Chrysler, Pepsi-Cola Co., Reebok, Donna Karan, Unilever and Fontainebleau. He has been at the forefront of creating, building and transforming brands, corporations, institutions and communities for more than 40 years.

Arnell has built an unparalleled reputation creating groundbreaking, boundary-averse work. His unique interdisciplinary approach to brand building unites graphic arts, communications, photography, filmmaking, experience design, product engineering, architecture and more to create holistic solutions that drive enduring brand value creation.

Arnell created the strategy, brand concept and creative for Donna Karan New York and DKNY. He contributed and collaborated with Samsung on the introduction of the company as a consumer-facing brand. He designed and created the global identity and packaging for the Pepsi brand and... Peter Eric Arnell is a Brand and Design Expert, Author, Photographer and Founder, Chairman & Chief Creative Officer of PETERARNELL. He is known for transforming products, brands and campaigns for some of the world’s most prestigious companies, including Chrysler, Pepsi-Cola Co., Reebok, Donna Karan, Unilever and Fontainebleau. He has been at the forefront of creating, building and transforming brands, corporations, institutions and communities for more than 40 years.

Arnell has built an unparalleled reputation creating groundbreaking, boundary-averse work. His unique interdisciplinary approach to brand building unites graphic arts, communications, photography, filmmaking, experience design, product engineering, architecture and more to create holistic solutions that drive enduring brand value creation.

Arnell created the strategy, brand concept and creative for Donna Karan New York and DKNY. He contributed and collaborated with Samsung on the introduction of the company as a consumer-facing brand. He designed and created the global identity and packaging for the Pepsi brand and served as Chief Innovation Officer for both Chrysler and The Home Depot.

His work as a photographer has been lauded by critics from Vogue, I-D Magazine and other leading publications and has been exhibited at group and solo exhibitions around the world.

In 2010, Peter published the New York Times bestseller Shift, which showcases his four decades of branding and marketing experience. In 2022 Hatje Cantz is publishing ‘Peter Arnell: Projects 1980 – 2020’, a two-volume book that celebrates over four decades of innovation and an exceptionally diverse body of work. Arnell has received countless awards, including the first non-fashion designer to be awarded by the CFDA for his work with Donna Karan in 1987.

Arnell has also devoted significant energy in the non-profit space. He is a board member of the FDNY Foundation and previously served on the board of the Special Olympics. moreless

Peter’s Background

Intellectual Capital Investments, LLC | PETERARNELL

Branding and Design Executive | Founder & CEO

2011 - Present

New York, NY, USA

Intellectual Capital Investments | PETERARNELL is brand design and product development company. Renowned for its success in brand creation, innovation, consumer experience, product development and environmental design, it has developed a reputation for transforming products, brands and campaigns and its innovative and groundbreaking work with the world's most distinguished and respected companies.

Peter Arnell Photography

Photographer

New York, NY, USA

An inventive photographer, Arnell’s works have appeared for numerous fashion and lifestyle brands, and his fine art photography has been included in both solo and group exhibitions around the world. His photography has been lauded by critics from Vogue, I-D Magazine and other leading publications and was the subject of a solo exhibition curated by Frank Gehry at Milk Galleries in NYC.

Chrysler

Chief Innovation Officer, Founding Director of Peapod Mobility

2008 - 2012

As CIO of Chrysler and a Founding Director of Peapod Mobility, Arnell led all electric vehicle development and designed the revolutionary Peapod Neighborhood Electric Vehicle, merchandise and marketing communications. Arnell created an integrated experiential Big Box strategy and launched the worldwide rollout to dealerships, as well as designed the Geneva car show exhibition experience.

The Home Depot

Chief Innovation Officer

2006 - 2008

In a joint innovation venture with The Home Depot, Arnell held the position of CIO within The Home Depot organization. He oversaw all product innovation and product creation for the company, setting up OrangeWorks to create powerful award-winning house brands including the HomeHero line of home safety products, winner of a Gold IDEA from Business Week and several other design awards.

Arnell Group

Founder, Chairman, and Chief Creative Officer

1979 - 2011

New York, NY, USA

Arnell Group developed an unparalleled reputation as a brand and product innovation firm creating revolutionary work for many of the world’s most celebrated brands by providing Product and Identity Design, Strategic Brand Planning, Event and Entertainment Marketing as well as Traditional Advertising. Select clients included Donna Karen, DKNY, Samsung, Reebok, Banana Republic, PepsiCo and others.

View allHide

Peter’s Gallery

Board Positions

FDNY Foundation

Board of Directors

2010 - Present

New York, NY, USA

The FDNY Foundation is a non-profit established in 1981 to promote New York’s life and fire safety education. It is officially affiliated with the New York City Fire Department (FDNY) and achieves its goal of better protecting New York through community outreach and fundraising for better training and equipment, and to maintain operational excellence.

Previous Board Positions

Special Olympics

Board of Directors

2006 - 2010

Washington, DC, USA

The Special Olympics was founded in 1968 with the mission of fostering the inclusion and acceptance of all people. It uses the power of sports to provide a place for people with intellectual disabilities to discover their own strengths, skills, abilities and success.

Media

Reebok Terry Tate: Office LinebackerGame Time

Co-Creator

Sep 2002

Peter co-created one of the most popular SuperBowl advertisements titled "Reebok Terry Tate: Office LinebackerGame Time."

Rbk Allen Iverson and Jadakiss

Jan 2002

Peter produced a series of short films as part of Reebok's advertisements to appeal to a new demographic by using contemporary artists and sports figures.

Reebok Outperform

2001

This advertisement was created as part of Reebok's Outperform campaign.

GNC Live Well: Joel

This video is part of GNC's "Live Well" campaign to encourage better living and promote self-care.

Chanel

Co-Creator

Peter created this television advertisement campaign for Chanel to promote Chanel No. 5.

DKNY Creating an Icon with Peter Arnell

Aug 2021

Behind the scenes with Peter Arnell, co-creator of Donna Karan's iconic DKNY brand as he discusses the inspiration and strategic approach to the development of the DKNY brand and communications.

View allHide

Interviews

The Today Show: Shift by Peter Arnell

Jun 2010

New York, NY, USA

Peter joins The Today Show to discuss his new book Shift, which takes the reader through his experiences creating transformative change for brands such as Reebok, Pepsi, and many others.

Peter Arnell and the Peapod

Jun 2009

New York, NY, USA

Peter Arnell joins CNN to discuss the Peapod and Chrysler's innovative Peapod Mobility initiative, one of the first-of-its-kind all-electric vehicle and technology programs.

View allHide

Features

Architectural Record

Exhibition Review: Frank Gehry Curates Peter Arnell at Milk Gallery

Mar 2014

New York, NY, USA

Frank Gehry’s curated collection of Arnell’s photography titled "Photographs 1984-2014 by Peter Arnell" was shown at the Manhattan Milk Gallery. The exhibition won praise for its high-contrast, diverse subjects.

Muhammad Ali and Peter Arnell Introduce G.O.A.T. at Google

Jan 2007

Muhammad Ali and Peter Arnell visit Google Campus to introduce G.O.A.T. Snack Foods.

View allHide

Publications

Peter Arnell: Projects 1980 – 2020 (publishing 2021)

New York, NY, USA

Throughout his long-standing career, Peter Arnell built a prominent and unparalleled reputation for creating groundbreaking, boundary-averse work for many of the most well-known brands. A beautifully conceptualized two-volume publication that celebrates over four decades of tireless innovation and provides rich insight into a creative mind and an exceptionally diverse body of work.

Shift: How to Reinvent Your Business, Your Career, and Your Personal Brand

Author

Jun 2010

Arnell’s New York Times Best Seller Shift weaves together personal stories of his own transformation with stories about how he created transformative change for brands such as Reebok and Pepsi. Shift shares Arnell's vision regarding how each of person can rebrand and transform his or herself, both professionally and personally, to reach the success they desire.

GUCCI: The Making Of

Co-editor

Nov 2011

Gucci: The Making Of examines Gucci’s identity, origins, innovation and influence, as well as its fabrication methods and appropriation of signature materials, past and present, and its influence among high society and Hollywood. This book is a personalized and heartfelt tribute to the influence and heritage of this iconic brand.

Feet

By Peter Arnell

2007

Arnell, New York

Photographs by Peter Arnell 1976-2006

2006

It’s All About Red – Pictures of Shanghai

Photographer

2005

A Year of Tears

Photographer

2002

Fila: A Woman’s Movement

By Peter Arnell

1997

Made In Brooklyn: A Visual Diary 1976-1996

Contributor

1996

New York, NY, USA

Made in Brooklyn chronicles the daily lives and transformations of the New York borough of Brooklyn and its residents over the course of two decades.

James Stirling: Buildings and Projects

Co-author & Co-editor

1993

"James Stirling: Buildings and Projects" looks at college buildings, performing arts centers, museums, townhouses, banks, office buildings, and low-cost housing designed by the Liverpool-born architect and discusses influences on his work

O Wonderful, Wonderful and Most Wonderful, Wonderful! and Again Yet Wonderful…

By Peter Arnell

1992

Sonia

by Peter Arnell

1991

Aldo Rossi: Building and Projects

Co-editor

1991

"Aldo Rossi: Building and Projects" is a showcase of famed Italian artist Aldo Rossi, whose work is heralded for its ability to provide historical links with the past while abandoning the ahistorical tendencies of modernism.

Donna Karan New York

Photographer

1990

Robert AM Stern, Buildings and Projects 1965 – 1980

Co-author

1986

This work is a showcase of Robert Stern's designs for apartments, homes, office buildings, and townhouses.

The Houses of the Hamptons

Co-editor

1986

'The Houses of the Hamptons' discusses the architecture of the Hamptons and describes 84 outstanding houses designed by leading architects.

Frank Gehry: Buildings and Projects

Co-editor

1985

This collection takes an intimate look at some of Frank Gehry's most well-known architectural work.

Charles Gwathmey and Robert Siegel: Buildings and Projects, 1964 – 1985

Co-author

1985

This work showcases museums, renovations, homes, buildings and additions designed by Gwathmey Siegel & Associates Architects.

A View from the Campidoglio: Selected Essays 1953-1984

Co-editor

1984

This collection of seventeen essays spans thirty-two years in the careers of Robert Venturi and Denise Scott Brown. It provides an in-depth look at inseparable blending of the building of buildings and the building of words.

Mississauga City Hall: A Canadian Competition

Co-editor

1984

The third volume in a Rizzoli series documenting architectural competitions, the focus of this book is the national competition for a new City Hall complex in Mississauga, Ontario, Canada.

A Center for the Visual Arts The Ohio State University Competition

Co-editor

1984

This volume details the design competition that led to the production of the Wexner Center. Five separate teams (pairing regionally and nationally known architecture firms) submitted their designs for an Ohio State visual arts center, which eventually became the Wexner Center for the Arts.

Southwest Center: The Houston Competition

Co-editor

1984

'Southwest Center: The Houston Competition' covers three submissions for the design of the Southwest Center in Houston, Texas.

Michael Graves: Buildings and Projects 1966-1981

Co-editor

1982

This collection showcases the designs by Michael Graves, including some of his most well-known showrooms, office buildings, conversion projects, beach houses, furniture and homes.

A Tower for Louisville: The Humana Competition

Co-editor

1982

This volume documents an architectural competition organized by Humana Inc. for the design of its corporate headquarters in Louisville, Kentucky.

View allHide

Awards & Endorsements

Council of Fashion Designers of America

Award of Excellence in Branding and Communications

1987

New York, NY, USA

The Council of Fashion Designers of America works to promote American fashion to the world stage. The CFDA Fashion Awards acknowledges excellence in fashion design.

Ellis Island Medal of Honor

Recipient

2007

The Ellis Island Medal of Honor is reserved for individuals who have given back to the country. Recipients include world leaders and Nobel Prize winners as well as those who are leaders in the arts, government, sports, or other sectors.

SCAD Style Etoile Awards

Honoree

Peter was named as an honoree of the 2010 SCAD Style Etoile Awards in recognition of his position as an influential and prominent brand designer.

The Design 100

Honoree

2007

TIME's The Design 100 honors influential designs ranging from artisanal food to architecture and transportation.

The Green Design 100

Honoree

2009

Peapod was recognized as one of TIME's Green Design 100 as a revolutionary and sustainable design on 2009.

Brit Insurance Design of the Year

Honoree

2009

Established in 2003, the Brit Insurance Design of the Year honors a design that improves quality of life and os displayed at the Design Museum. The HomeHero Fire Extinguisher with recognized with the award.

International Design Excellence Awards

Recipient

2007

The International Design Excellence Awards, sponsored by Businessweek, seeks to highlight the importance of industrial designs to improve quality of life. In 2007, Peter received a Gold IDEA for the HomeHero Fire Extinguisher.

International Design Excellence Awards

Recipient

2007

Peter received a Silver IDEA for the Aquabrids, a synthetic sealant used during aortic surgical procedures.

Impact "Hot Brand" Award

Honoree

Jose Cuervo, a leading brand of alcohol, was recognized as an Impact “Hot Brand” in both 2005 and 20066 for its overall brand growth.

Crest Awards

Honoree

2003

In 2003, the Reebok commercial “Terry Tate, Office Linebacker” was recognized with a Crest Award.

Cannes Lions

Honoree

2003

Peter was awarded the 2003 Cannes Gold Lion Award for Best in Category for his work on a Reebok commercial titled “Terry Tate, Office Linebacker.”

Association of Independent Commercial Producers

Honoree

The Association of Independent Commercial Producers is a nonprofit organization that honors, recognizes, and represents companies that create commercials. For his work with Reebok, Peter was recognized with AICP Awards in 2003 and 2004.

1000: Richard Saul Wurman's Who's Really Who

Honoree

2002

Richard Saul Wurman's Who's Really Who, published in 2002, recognizes the 1,000 most creative individuals in the United States. Peter Arnell was mentioned as a member of the honorees.

CLIO Awards

Honoree

In 2003 and 2004, Peter received CLIO awards for his work with Reebok and the commercial titled "Terry Tate, Office Linebacker."

CLIO Awards

Honoree

1998

The CLIO Awards are regarded as the most prominent international advertising awards. In 1998, Peter was recognized as a winner with Henry Bendel Bodywear.

CLIO Awards

1997

Over the course of his career, Peter has been recognized with CLIO Awards for his work with several brands including Samsung Electronic Equipment and Home Entertainment and Hanes Hosiery Resilience, both of which he received in 1997.

CLIO Awards

Samsung Electronic Equipment and Home Entertainment

1996

In 1996, the CLIO Awards honored Peter for his accomplishments as a brand designer for Ray Ban X-ray Sports Sunglasses Case and Banana Republic Body Care.

FIT Award for Fashion Advertising

Honoree

1988

For his excellence in the fashion advertising industry, Peter was honored as the recipient of the 1988 FIT Award for Fashion Advertising.

View allHide