Design + branding
Contemporary new brand for strategic construction company
ICG is a strategic development and construction consultancy that provides a full range of design and consultancy services for both the public and private sectors.
ICG came to Westgate for a rebrand including a new logo, website and marketing collateral. We created a distinctive new brand for ICG: contemporary, cool and sophisticated – positioning it as a well-established authority in its sector and one which suggests scale, reach and expertise.
The new brand mark we created uses an abstract form to communicate both construction and development – without resorting to explicit images of buildings. There are suggestions of growth with individual block shapes representing the three current service areas (design consultancy, construction services, and land and property).
For the website we focused on what ICG do and how it does it better than its competition. We developed a series of straplines to help sell its core activities: Plan better, Consult better and Build better – these lines act as a framework to convey ICG’s unique proposition and key messages. They were combined with stunning images showing ICG in action and demonstrating how they add value in strategic development and construction consulting.
ICG now has a fresh, modern brand that truly reflects its unique offer and brand values which will help them meet its commercial objectives.