ICP are a global team of marketing technology and production experts. They manage the global marketing process and creative content for some of the world’s largest advertisers

 We were asked by ICP to look at what makes them different and compelling, and to bring that to life throughout the business. In addition to their already proven credentials in traditional creative production, ICP were increasingly involved in digital asset management and marketing technology. Often they offered both to the same clients.

A meeting of minds.

ICP have deep expertise at every stage of the creative content life-cycle. Marketing people are often resistant to process technology. What makes ICP unique, is that clients rely on them to balance the sometimes opposing forces of technology and creativity. A new brand idea of ‘Creative Empathy’ was distilled from this single key thought. 

Dialogue is the key.

The use of the heads device engaged in a dialogue facilitates a really simple way of communicating ‘Creative Empathy’.

The new word mark, designed in a ‘typewriter’ style font, supports the dialogue idea. All messages needed to articulate a complex offer in down to earth language. This typestyle is deliberately ‘low-tech’ and workmanlike.