Customers love working with acdc. And no wonder. They're fun, down-to-earth people who know their stuff. But their identity was dated and no longer represented who they were as a company.
We spoke to the people who know acdc best - their customers. Clearly, we needed to reposition their brand. So it was a matter of adding some sophistication, without taking away their personality.
acdc are known and loved for their terrific customer service, excellent products and agile delivery. Instead of trying to make acdc something they're not, the new brand needed to embrace these qualities.
The graphic 'light beams' were developed and used to complement the use of white space and create a minimalist and stylish visual style that we thought would really appeal to acdc's target market.
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