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
