Canada ICI


Refresh the existing brand in order to delineate two divisions. The identity should allow both divisions to target each of their specific audiences while still leveraging the total brand equity of Canada ICI. The refresh should differentiate while strengthening the overall ICI brand.

Brand Strategy
Brand Identity Refresh
Photography Art Direction
Web Design & Development

The brand identity needed to delineate two divisions within the company that each targeted different audiences. We designed a flexible and scalable brand identity that visually communicated different messages, and would resonate with each target group.


The website content and structure was written and designed in a way to both separate the content for each division, while giving it a meaningful way to coexist.

The website leverages the two sub-brand color palettes to identify to users when they’re engaging with each divisions content.

The overall website experience was designed and developed to step just outside of the financial sectors “box” to show that ICI is different than the status quo. This was done through animations, page transitions and a lighting fast “Single Page App” experience.
The site was built using WordPress as it;s backbone and custom Gutenberg blocks to allow long-term, sustainable internal content changes.

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