Acer Project Humanity

Acer was founded with a mission to break barriers between people and technology, but for many years, the brand wasn’t recognized for the meaning behind its mission. With a consistent top three global market share, Acer was often viewed as a tech brand with value products. But Acer sought to elaborate its mission, using its size and advantage as a major global player to drive meaningful impact. At the same time, the company felt its growth over the past years had caused its employees to forget Acer’s humble beginnings. It came time to reengage every member of the Acer family with the brand’s true purpose and humanitarian values.

Our approach

Working with Acer’s team, we launched Project Humanity to rejuvenate internal culture and illustrate the brand’s ambition to provide the world more than just value products. Our teams knew we needed all of Acer’s employees unified by an inspiring story that would create a sense of pride working for Acer. We showcased the brand’s contributions to democratizing technology and protecting the environment since the start of its 40-year history. To reshape how every individual viewed their contribution to the larger picture, we launched company-wide programs founded in humanitarian education or environmental projects. To amplify the project’s global impact, our teams consolidated everything we learned from Project Humanity and developed a toolkit to share with Acer's suppliers worldwide.

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