Accutec - Program Rebuild and Rebranding
Breathing life into a brand
Accutec came to us with a straightforward ask: "Help us reclaim our brand and stand out in the marketplace." Before work began, we developed a 6-week consultative engagement covering stakeholder interviews, competitive audits, and internal alignment sessions to determine what, if any, work was necessary. What emerged was clear. Accutec had drifted into a sea of sameness and lost sight of the impact their product made and why it mattered. We also uncovered critical gaps in their marketing infrastructure that were holding back scalability and future growth.
We got to work on the "Confidence in Every Breath" launch campaign. The result: a revived brand with worldwide reach, a 60%+ improvement in ad spend efficiency, and sales pipelines that are moving again.
Market-Driven Positioning
After 30+ hours of customer interviews, we discovered that Accutec's respiratory fit-testing devices filled a vital regulatory gap that had been taken for granted for over a decade. The equipment had become a box to check, treated like an off-the-shelf purchase rather than the life-safety tool it actually is.
That insight led us to "Confidence in Every Breath," a rallying call that reinforced the product's real value, both internally and externally.
Forging a
Confident Identity
Before design work began, we noticed that every brand in the category shared a near-identical color palette. Many veterans in the space couldn't distinguish one from another. We identified an opportunity to mix bold colors with a distinctive brand mark, developing a voice that blended technical knowledge with the approachability of a high school physics teacher.
The result was a confident brand identity built to connect across every customer profile.
Approachable
Images
Accutec's products are built around wearing a respirator with an attached tube, which presented a real challenge for approachability. Since COVID, many people carry a complicated relationship with images of masked individuals. We intentionally focused on producing warm images with expressive eyes to lower the inherent intensity and improve the relatability.
Infrastructure and Partnership
During our engagement, we also surfaced key gaps in marketing infrastructure across CRM, website, SEO, and ad management. We brought in our trusted collaborators at Pittsburgh Internet Consulting (PIC) to lead the implementation of HubSpot and digital marketing functions. Within three months, ad spend efficiency improved by 60%+.
The HubSpot build delivered the visibility and operational foundation Accutec needed to keep the campaign growing long after launch.
