Project Overview
Within the complex IT industry, ac3 and Klikon were highly regarded for providing innovative technology solutions. They relied on their good reputation to get new business, but their respective brand identities were dated and didn’t reflect their true nature.
The two companies merged under the ac3 name and so they needed a new brand strategy and creative identity for a united brand. It also required a large focus on internal brand, both to bridge the gap between the two different company cultures, and get employees behind the new brand strategy.
Project Commissioner
Project Creator
Team
Daye Moffitt
Ed Elias
Trish Hogan
Maria Njari
Simon Wright
Darren Swain
Agus Wijaya
Claire Gallagher
Dean Varndell
Hayden Mathys
Vanessa Meaker
Project Brief
We needed to create a unique position for ac3 in a crowded market, both strategically and creatively. What came out strongly in the engagement process was their down-to-earth approach and their close-knit family culture, as well as the high calibre of their technical capabilities.
This combination of traits is unusual, especially within the IT space. These insights led us to the brand idea ‘Technically Human’, which spoke to their human-centric culture and their technical proficiency. We used this as a launch pad for a category-breaking identity.
Project Innovation/Need
We used avatars in the visual identity as a way to capture the characters and personalities of their staff. Avatars also feature in bespoke cartoons designed to illustrate different business streams of ac3. The simple illustrations and humourous, playful language gave ac3 an original and unconventional identity.
Design Challenge
We wanted to bring something fresh and relevant to an otherwise saturated IT market. We asked, how do you stand out and get your message across, without alienating your audience? How do you get employees from both sides of the business united under one new name and brand? Finding these answers is what led us to our creative approach.
Effectiveness
ac3 have a clear brand strategy and unique visual identity to give them standout in a crowded marketplace. They have a motivated team who know how to live the brand every day, and they're enjoying the united team culture.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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