Executive Creative Director
// Brand Storytelling, Website User Experience, Digital Design
Acer
// Barrier Breakers
2021—2022
responsibilities
As Executive Creative Director, I led the creative development and brand strategy for Acer's transformative mission to move beyond being a Windows/Intel device manufacturer, positioning the brand as a catalyst for empowerment and sustainability. Collaborating closely with Acer, I crafted a vision that connected Acer’s belief in breaking barriers between people and technology with impactful initiatives such as "Barrier Breakers" and the "Quiet Sound" campaign.
These efforts showcased Acer’s commitment to environmental stewardship, narrowing the digital divide, and creating meaningful change through technology. By integrating corporate values into product marketing, storytelling, and visual identity, we communicated Acer’s mission to empower humans and champion sustainability, resulting in a compelling narrative that resonated with consumers and positioned the brand as a leader in innovation and purpose-driven action.
context
One of DesignIt’s primary clients, Acer, was looking to move it’s brand beyond a Windows / Intel Device manufacturer in order to contribute their ideology, capability and effort toward crafting the world they desire, while giving consumers a better understanding of how Acer should be considered in their lives. Acer chose two paths for it’s brand, empowering humans, and making our environment more sustainable.
Challenge
Making a meaningful difference for today and tomorrow. Acer’s mission is to break down barriers between people and technology drives us to help close the digital divide as well as to create positive impacts in other areas like the environment, supply chain management, and corporate governance. They wanted a Creative manifestation of this mission.
Build the Acer brand alongside product marketing, communicate company belief, and show case how those beliefs follow through the execution of the products they make.
execution
Breaking barriers between people and technology
They’re harnessing the power of technology to make change. They’re fighting for a healthier planet and narrowing the digital divide. And because we believe in them and the value that technology brings to our environment and society, we’re partnering with them and sharing their stories.
Barrier Breakers, Quiet Sound, Quietsound.org
The iconic Southern Resident killer whales (more commonly known as orcas) of southwest Canada and the northwest United States are endangered, with only around 70 alive today. Underwater noise from large ship traffic interferes with the whales’ ability to hunt already scarce salmon. To help, Quiet Sound uses a variety of technologies to locate whales and let crews know they’re nearby, so vessels can slow down or change course.
Barrier Breakers, one tree planted, Onetreeplanted.org
Trees increase biodiversity, clean the air, and filter water, acting as powerful weapons in the global fight against climate change. One Tree Planted, an environmental nonprofit based in Vermont, plants one tree for every dollar it raises. Working with partners around the world, the organization uses technology to discover where trees are most needed and monitor the growth of the trees it plants.
Technology helps us to prioritize … where there is the greatest need.
—Ross Bernet, Forestry Specialist, One Tree Planted
Barrier Breakers, computers for the blind, computersfortheblind.org
Assistive technology helps people who are blind or visually impaired do essential tasks that most of us take for granted. Learning, working, and connecting with others all become more accessible with the right technology. But it’s expensive. In Dallas, volunteers at Computers for the Blind gather donated computers, install specialized software, and train those who are blind or visually impaired to use assistive technology.
Technology, to me, levels the playing field with my sighted peers.
—Jenny Wood, Freelance Writer
Barrier Breakers, The Bean path, thebeanpath.org
During her successful career in tech, Dr. Nashlie Sephus experienced the industry’s lack of diversity firsthand. It inspired her to start The Bean Path, a nonprofit in her hometown of Jackson, Mississippi, that’s laying promising groundwork for change. The organization provides locals with computer training and advice, offers tech office hours, runs engineering and coding programs for kids, and even has plans to build a technology hub.
Barrier Breakers, Tech for troops, techfortroops.org
When looking for work, some veterans face roadblocks like not having a computer or technical skills. That’s where Tech for Troops comes in. The organization gathers used laptops that normally end up in landfills, refurbishes them, and gives them to veterans in need. It also offers computer literacy education.
In today’s world, you have to have a computer to be able to apply for jobs.
—Mark Casper, Executive Director, Tech for Troops
Sustainability
Acer’s Second area of brand focus is in sustainability. They want to create a better future for the next generation, because “There is only one Earth,” and “We need to take responsibilities for our decisions,” in sustaining it.
