ACR

A Journey from tech company
to a lifestyle brand

ACR, the global leader in emergency response survival beacons, was looking to transform its brand from a B2B technology company to a B2C lifestyle brand. 

Designed at Mad.
Team: CW L. Dicecco / CD J. Broderick 

SAY YES TO NEW ADVENTURES

Whereas before ACR had tended to present their products alongside images of dark and threatening survival situations, that they had found often turned their customers off, we developed a new look and feel focusing on the upbeat, adventurous activities of ACR consumers, positioning the beacons as lifestyle-enabling products. 

Aerial View of Surfers
Wanderluster
WE’VE GOT
YOUR BACK 

There’s virtually no limit to how far you can go with the right support system. The familiar phrase ‘We’ve Got Your Back’ creates the notion of a tribe, one that motivates people to roam freely and safely knowing that with ACR, they’re never alone. 

KEY CAMPAIGN MESSAGES
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BE PREPARED FOR THE UNPREDICATBLE

Reminding users that disaster doesn’t always strike in the form of a storm. Remember where you are. 

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PREP LIKE
A PRO

Preparation and anticipation for a professionally good time out on the water. All the basics covered 

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HUMANIZE 
ACR

Carrying an ACR product is like having an additional, uber-dependable, great-in-a-crisis friend by your side.

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GO
WIZER

Empowered by knowledge, experience and ACR, these folks play bolder, venture further and travel wiser.

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WEBSITE DESIGN

Concepting and creating video, photography tag lines and hashtags, we continued to evolve ACR’s position as an aspirational lifestyle brand that communicates with its audience through a growing social presence. 

ADVERTISING

Concepting and creating video, photography tag lines and hashtags, we continued to evolve ACR’s position as an aspirational lifestyle brand that communicates with its audience through a growing social presence. 

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