ICX
ICX is an intelligence, analytics, and activation partner committed to helping brands, agencies, and media companies stand out and deliver amazing data-driven content. It boasts a team of industry veterans who merge human and artificial intelligence to navigate the vast data-verse that connects video creators and video consumers across every platform. ICX delivers audience intelligence, predictive content analytics, ready-to-license audiences based on Rich Profiles, and high-performance audience activation plans. They operate in a market saturated with companies offering similar yet inferior services to clients.
CHALLENGE
The company faced barriers to growth because people were conflating what they do with companies who do traditional data analysis, social listening, and other types of market intelligence. They lacked a simple, strong messaging hierarchy that quickly explains their unique value proposition. Additionally, the company’s website, sales deck, and overall identity felt outdated and cluttered.
solution
Flying Machine created new positioning and messaging that focused on the global reach of Starhome’s Service Mobility offering. We also redesigned their visual identity package to create a bold, distinct, clean brand that clearly communicated their global dominance in this sector.
The refreshed brand was an instant hit with company employees, the board of directors, and with clients old and new. The new messaging and fresh copy helped ICX distinguish itself from the competition while defining a market category that they can grow to fully own.
PROCESS
As in most of our rebranding projects, we started with a deep dive into the essence of the brand and spent a considerable amount of time studying the market and understanding the ICX offering. The breakthrough for us happened when we realized that ICX offers clients full control of the entire data loop that connects brands with consumers. Once we distilled the brand positioning we had the basis for a new brand language that drove the next phase – a full exploration of all aspects of the brand identity. We focused our brand identity study on dynamic shapes that connect the worlds of video content with data and activation. The resulting logo captured all three worlds succinctly and the new brand identity provided the design direction for the website, as well as all the other elements of the visual identity system
Flying Machine created the sitemap as well as a robust wireframe that informed the design of a brand new website fully conceived, created and executed by our team. The new website was further enhanced by the original animated video that we created from concept to final product. This short format video animation successfully conveyed ICX’s value proposition through vivid images and sound. This robust project was managed on a very tight timeline based on the client’s needs. Our international team was able to work around the clock to complete the delivery and stay ahead of client expectations.
