Client Work

ICE Branding

Services: Brand strategy, campaign development and activation and visual identity
Collaborators: Anne Swan (Executive Creative Director), Lloyd Blander (Co-Creative Director), Sara Haney (Senior Designer), Curt Balom (Writer)

After experiencing decades of growth, acquisitions, and expansion, Intercontinental Exchange (ICE), previously recognized primarily as the owner of the New York Stock Exchange, aimed to reshape the narrative, unify their business lines, and convey their value proposition to diverse target audiences.

As a member of the team involved in this significant initiative, we revamped their existing "Blue Square" identity and extended it as a cohesive element linking every facet of ICE. Additionally, we crafted a bespoke font for the brand, incorporating a lowercase "e" to reinforce the connection between each business segment and the overarching brand.

The fresh identity came to fruition with the launch of a national advertising campaign featuring prominent connectors and influencers. The campaign was encapsulated by the tagline: "Make The Connection."