After acquiring fellow tech company Bulletproof, AC3 set out to redefine who they were in the market.
With a brand that was already strong, externally and internally, the brief was centered around how can we build on, and expand what was great about it and Bulletproof, without making it feel like a whole new company.
The idea that strung the brand together was ‘Human Touch’. It aimed to focus on the strong culture, approach, and process of the actual employees at AC3 & Bulletproof, and how that impacts and controls the digital world they operate in for their clients.
THROUGH THE LOOKING GLASS
Visually, this came to life as inspiration from AC3’s previous logo. The new brand looked at taking the distinct crossbar of the ‘A’, and making it a window into the human world. That way, it was always a touch of humanity.
An enhanced logo, extended colour palette, defined photography style and graphic devices that allowed the team at AC3 to continue creating with the human touch.
LIVING, BREATHING TECHNOLOGY
To add more punch to the brand, we visualised an organic bit, that mimicked the cells in our body, through splitting, merging and constantly appearing to be moving. It demonstrates flexibility as a business, as well as transformation.
A VISUAL VOICE FOR ALL
Due to the acquisition, there was a broader range of audience, from small businesses, to corporate, to government. In order to appeal to all of them, a scale was created that enables AC3 to use elements in a more playful manner when desired, especially to create a brand that stood out.
This helped them understand when to use elements, and how.