ICP have 25 years experience managing global marketing process and creative content for some of the world’s largest advertisers and their agencies. ICP are proud of their production heritage, however a change in focus, towards digital asset management, was the catalyst for a new brand idea and visual identity. The new brand idea of Creative Empathy was distilled from their DNA. ICP have deep expertise at every stage of the creative content life-cycle and clients rely on them to balance the sometimes opposing forces of technology and marketing. This meeting of minds forms the basis of the visual identity. The use of multiple speech bubbles, in a question and answer structure, is a simple way of communicating benefits and topics. The new word mark suggests dialogue and is deliberately ‘low-tech’ and workmanlike.