The Institute of Customer Service

 

The Institute of Customer Service wanted a brand refresh to sharpen up their profile both verbally and visually. They wanted to re-assert their position as a leader and the ultimate authority in their field.

BRANDWORLD | WEBSITE | GUIDELINES

A more immediate and punchy tone of voice was developed to motivate individuals and businesses to improve their customer service. A new graphic, ‘the progress wave’ was introduced, representing the unique journey of transformation for each ICS assisted member.

A suite of primary images were created using the progress wave and journey lines. All imagery was moving in a positive direction and given an ICS colour treatment.

A new fresher colour palette was developed, along with a set of icons, refreshed website, socials, and key design collateral.

The final deliverable was a range of creative assets along with a cohesive set of guidelines.

 Original concepts

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