A full refresh of ICG's brand guidelines, bringing an outdated system into line with how the business actually looks today.

The logo did the work. The cut-out triangles inside the mark became the organising device for everything else — a graphic grid that runs across report layouts, social, presentation templates and newsletters, so every touchpoint is recognisably built from the same geometry rather than just carrying the same logo.

The system covers colour, imagery direction, grid architecture and application, documented so teams can extend it without me in the room.