A Design Strategist bridging between the world of business and design.
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.
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
BE PREPARED FOR THE UNPREDICATBLE
Reminding users that disaster doesn’t always strike in the form of a storm. Remember where you are.
PREP LIKE
A PRO
Preparation and anticipation for a professionally good time out on the water. All the basics covered
HUMANIZE
ACR
Carrying an ACR product is like having an additional, uber-dependable, great-in-a-crisis friend by your side.
GO
WIZER
Empowered by knowledge, experience and ACR, these folks play bolder, venture further and travel wiser.
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.
