Client
Acerca
Case study · Acerca
How does a new AI platform look credible to B2B buyers on day one?
Acerca is a generative AI platform that helps B2B teams create multi-format, multi-audience and multi-language content at scale. As Acerca's contract creative director, we assessed the existing brand, created a new brand language and applied a new messaging and positioning framework to everything the company shows customers: the website, the product, sales decks and pitches, social posts, customer delivery materials and an online academy.
Industry
B2B software (generative AI)
Location
[confirm]
Role
Contract creative director
Services
Brand assessment and new brand language, Messaging and positioning rollout, Full website redesign, Product heuristic evaluation and UX and UI design guidance, Presentation and pitch decks, Sales and customer delivery materials, Social media, Online academy content and interface design
Outcome hub
Grow revenue
The problem
A new message the brand didn't carry yet
B2B buyers are wary of AI tools that all promise the same thing. Acerca had a new messaging and positioning framework, but its existing brand, website, product screens and sales materials didn't say it in one voice. The company needed to look established, explain a complex product (content generation, delivery and optimization) in one visit, and give its sales and customer teams materials that matched.
What we did
Three decisions behind the brand
1. A new brand language built from the logo's dot
After assessing the existing brand, we kept the wordmark and made its blue dot the core graphic: concentric "targeting" rings, semicircle photo crops and color-coded "thumb tabs" for each content category. A six-hue palette with dark, medium, brand and light shades, an outline icon library and a photo style with a brand-blue overlay are set down in the 2025 brand guidelines.
Key takeaway: Give a young brand one memorable shape and use it everywhere, so it looks established from the start.
2. A website redesign and product guidance that lead to a demo
The redesigned homepage says what Acerca does in five words, "B2B content generation at scale", and puts "Request a demo" in the header and the hero on desktop and phone. The menu stays short (Solution, Blog, Contact, Academy, Log in), and the generation, delivery and optimization pages share one layout. A heuristic evaluation of the product gave the team UX and UI guidance so the app matches what the website promises.
Key takeaway: The product is part of the brand, so review it with the same eyes as the website.
3. One message from the first pitch to the online academy
The positioning runs through every customer touchpoint: presentation and pitch decks (the AI-powered platform, benefits, generative AI at scale, use cases), one-page fact sheets with color variants for each audience segment, social posts, customer delivery guides and the content and interface of an online academy. Photos of hands on keyboards show "human in the loop", so buyers see people stay in control of the AI.
Key takeaway: A positioning framework only works when sales, onboarding and training say it the same way the website does.
Also in this project: logo lock-ups and clear-space rules (primary, secondary and the "a." logo bug, with a white-wordmark version for dark backgrounds), a mobile and tablet web mockup, sample slide color variants, social media posts, online academy lessons and screens, and the videos below.
Inside the project
One-page fact sheet and its color variants, full color palette, icon library, photo style, thumb-tab category bars, desktop and mobile web pages, presentation slides, logo lock-ups and clear space.
Video gallery
Acerca on video
[Add the video titles.]
What changed
Before and after, in plain terms
Acerca now has one brand system shared by its website, deck, fact sheets and videos.
[Describe the result once Acerca confirms it, such as demo requests, pilots or a funding round. Add a number only with their OK.]
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