Welcome Change
Client
Ica
Date
2022
Location
UK wide
Website
Services Provided
Sector
Ica are world leaders in architecture and interior design for hospitality. In 2021 – amidst global uncertainty and a time of critical change – they took the bold decision to rebrand.
At a time of global uncertainty, we engaged with their senior team on a research and strategy phase to identify the critical needs and ambitions of the business within a rapidly changing sector. This informed a strategy that addressed and repositioned Ica’s brand messaging, visual identity and website to affirm and express their specialist expertise to prospective clients around the world.
01
A transformational and strategic re-positioning as ‘The Hospitality Experts’.
02
Analytics showed website traffic increased tenfold within three months of launch.
03
Industry wide recognition and extensive press coverage by the likes of Forbes, Conde Nast Traveller, The Times,
The Guardian and Sleeper.
Brand
A rigorous identity system underpins every aspect of the brand.
Designed to balance a rigorous architectural approach with the softer opulence and high end hospitality interiors.
Content
We commissioned compelling film content to provide an insight into Ica’s approach to projects, and the thoughts and values of the people who work there.
Art direction was a key component of the rebrand, with a new approach and aesthetic defined to provide a better overview of the various elements in complex projects – exteriors, interiors, room types, scale and detail.
Digital
The embodiment of the new brand and all its values. It was important that the customer experience of an Ica project was reflected in the user experience of the website.
“
Graphical House had an authentic and inspired understanding of our business and how to tell our story which continued throughout the creative process. We are delighted with the outcomes.
Ian Burleigh
Executive Chairman, Ica
