Industry
Technology
What We Did
Brand Foundation & Strategy, Creative & Design
After launching its Predator gaming brand, Acer noticed a curious phenomenon: 50% of its gaming customers used a Predator gaming machine for both gaming and creative development.
15% of them used the machines solely for creative development. It was evident that the brand’s consumers needed a machine capable of and dedicated to creating top-notch design work. Working with the Acer team, we proposed to develop a standalone brand specifically for designers backed by the company’s history of industry-leading innovations. ConceptD is a brand tailor-made for creators.
Our approach
Together with Acer, we helped craft the brand from the bottom up, developing its name, strategy, visual identity, and go-to-market plan in less than six months to mirror Acer’s ambition to launch a brand for creators.
From the start, ConceptD was intended to lead the creative industry in breaking new ground. The name “ConceptD” contains two components: “concept,” an idea still in formation; and the character “D,” which represents endless possibilities, ranging from design to determination, diligence, or daringness. Much like the creative process, the definition of ConceptD is in the eye of the beholder. Contrary to competitors’ cool tones and metallic visuals, ConceptD’s brand identity uses orange to exude a human and natural touch, showcasing visuals that echo the brand’s mantra to “let creators be creators.” ConceptD is built from the ground up for those who design, develop, discover, and define.
