Acer started as an electronic components manufacturer and had started to sell inexpensive laptops, desktops, and tablets. They came to IDEO to build a differential design capability and launch products that would establish themselves as a design-led brand.

I scoped and led several programs to define an evolving Acer brand and create a series of four product launch films. I worked on a team that created a character named Ace who embodied the brand values and introduced each product.

These films succeeded in driving sales of the products as well as shifting brand perception and corporate culture from being a low-cost commodity manufacturer of computers to starting to be known for good design and expressing a brand personality. Maybe most surprisingly (and most fun) was that Ace became a very important source of pride for the employees of Acer - making them feel cool and like a brand with personality instead of another inexpensive electronics brand.