Turning cyber protection
into something operators
can feel: flow.

How Unbound IA helped Acronis break from cybersecurity sameness with an enduring, AI-enabled campaign system built to scale across audiences, markets and teams.

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THE BRIEF

Create a distinctive global brand platform capable of standing the test of time — with a flexible campaign and design system Acronis teams could quickly adapt across audiences, markets, messages and channels.

THE CHALLENGE

One brand had to do a lot more work.

Acronis operates across a complex cybersecurity landscape, serving MSPs, SMBs and enterprise IT teams with a broad portfolio spanning protection, management and automation.

The opportunity was bigger than developing another standout campaign. Acronis needed an enduring brand platform that could differentiate in a crowded category, connect a diverse portfolio and flex across global audiences without losing consistency.

And it had to be practical: a modular creative system internal teams could pick up, adapt and deploy quickly around the world. The original brief reinforces this need for consistency: Acronis had a strong existing umbrella narrative, but messaging and visual execution were becoming diluted across assets and channels.

1
consistent story across all campaign funnels
50+
assets generated for the campaign guide playbook
AI
copy LLM to assist marketing teams with content creation

THE MODEL WE BUILT

A brand platform built
to travel.

Unbound IA created a new positioning and campaign system around “Work flows better with Acronis” — one enduring idea with the flexibility to move across markets, audiences and use cases without losing its identity.

BRAND PLATFORM

One idea, built to last

“Work flows better with Acronis” created a foundational idea capable of carrying the brand across multiple campaigns and a longer strategic cycle.

CAMPAIGN SYSTEM

One platform, many stories

A modular messaging system flexes from broad brand awareness into specific product, audience and operational stories without breaking the core idea.

DIFFERENTIATION

Designed to stand apart

Human-first creative broke from familiar cybersecurity tropes, creating a warmer, more distinctive expression designed to earn recognition.

DESIGN SYSTEM

Made for global teams

Reusable principles, layouts and assets gave internal teams a system they could quickly adapt across regions, channels and campaign needs.

AI-ENABLED PROCESS

AI built into the workflow

AI accelerated exploration, iteration and production — helping create more options faster while human strategy and craft protected consistency and quality.

ACTIVATION

Brand connected to demand

The platform was designed to move from awareness into social, display, content and ABM — making one brand idea useful throughout the funnel.

THE RESULTS

A brand-to-demand platform,
now scaling globally.

Unbound delivered more than a campaign: a modular global brand system designed to keep generating new work.

The platform now flexes across audiences, use cases, social, display and demand formats while maintaining one recognizable Acronis idea — with internal teams equipped to adapt and activate it at speed.

The campaign is now extending globally and into Acronis’s existing ABM demand generation program.

Why it WORKED

Three advantages, working
in concert.

01

Built to outlast a campaign

One enduring brand platform creates consistency over time while giving individual campaigns freedom to respond to different audiences, priorities and moments.

02

Different without losing Acronis

The creative breaks category conventions with a warmer, human-first identity while staying unmistakably connected to the new and improved Acronis brand.

03

Designed to scale without us

A modular system, accelerated by AI, gives global teams the building blocks to create and adapt executions quickly without diluting the central idea.

“”

Unbound challenged us to rethink how we show up in a crowded cybersecurity market, helping us break through the sea of sameness with a distinctive brand platform built to scale. They combined strategic thinking with bold creativity, thoughtfully leveraging AI to accelerate the creative process without compromising quality. Just as importantly, they created a campaign platform that became a rallying point across our organization, helping our teams move faster, stay aligned and take a more confident story to market.

Elena Simkina

Senior Director, Demand Generation