Elevating ICON's brand identity and digital presence for global impact

Icon, a leading architecture company based in Abu Dhabi, is renowned for creating spaces that harmonize living, working, and nature.

With a mission to think locally but act globally, embrace diversity, foster wellness, challenge conventions, and excel in all endeavors, ICON required a brand and digital presence that truly reflected their values and vision.

Project Goals

Rebrand: Develop a modernized brand identity that aligns with ICON's core values and mission.

Website Redesign: Create a sleek, intuitive, and visually stunning website that enhances user experience and showcases ICON's innovative projects.

Our approach to the brand strategy and rebrand

Discovery Phase: Conducted in-depth research to understand ICON's mission, values, and target audience.

Brand Identity Development: Crafted a refreshed logo, vibrant color palette, modern typography, and imagery guidelines that encapsulate ICON's essence.

Brand Guidelines: Created comprehensive brand guidelines to ensure consistency across all touchpoints, reflecting ICON's commitment to innovation and sustainable design.

Our approach to the website

Vibrant Visuals: The website features bold, vibrant visuals that capture the essence of ICON's projects and vision.

Intuitive Navigation: User-friendly navigation enhances the browsing experience, making it easy for users to find information and explore ICON's offerings.

Engaging Content: The website provides a dynamic platform for showcasing ICON's innovative solutions and keeping users updated with the latest news.

We at ICON wholeheartedly recommend Formulate. They do not disappoint.

“Working with Formulate has been a wonderful addition to our company's brand and website growth. They have done exceptional work in redesigning and developing our company branding and website, elevating it, and bringing our visions to life. They guided us expertly throughout the process, demonstrating a keen understanding of our goals and translating them into a visually stunning brand identity and website.

Formulate's attention to detail, innovative design solutions, and ability to meet deadlines is exactly why we continue to work with them, to this day."

Christoph Kayser, Business Development Director

The Results

The rebrand and new website successfully elevated ICON's digital presence, providing a cohesive and inspiring framework for their visual identity. The modernized brand and intuitive website reflect ICON's commitment to excellence, innovation, and sustainable design, offering users an engaging and dynamic experience.

The project involved:

Brand strategy
Brand identity design
Brand guidelines
Brand Collateral
Website design and development

Formulate – your marketing partners

Recent projects

Crafting excellence: The journey of Mashreq’s 2023 annual reportBringing data to life through visual storytelling.

Revitalizing HR: A tech brand transformationRedesigning the brand identity of the Middle East's leading cloud-based HR management tool to reflect its innovative and dynamic nature.

Urban elegance: Media One Hotel websiteDesigning an eye-catching website to showcase Media One Hotel's stylish rooms and cool dining hangouts, capturing the essence of Dubai's Media City neighbourhood.

Wellness reimagined: Jumeirah's J ClubTransforming Dubai's premier wellness and lifestyle destination to distinguish itself in a competitive fitness market, setting new standards of luxury and exclusivity.

Safeguarding the UAE: Branding for trust and stabilityCreating a brand identity that solidifies the UAE government's dedication to Anti-Money Laundering and Anti-Terrorism Financing, ensuring global trust and stability.

Intersec: Branding the world’s premier safety eventCreating a compelling brand identity and collateral for Intersec, the leading global exhibition for safety, security, and fire protection, ensuring a standout presence.

Jebel Ali School: Capturing the magic onlineCreating a website for one of Dubai's historic British schools that highlights its exceptional British educational standards while encapsulating its vibrant community and spirited essence.

Donner Chef: bold flavors, bold brandCrafting a unique brand identity for Donner Chef, featuring a bold aesthetic and a playful, tongue-in-cheek tone of voice, ensuring that Donner is done right.

Navigating reputation in a digital ageA brand identity exudes innovation, authority, to harness the power of advanced technologies and social and behavioral sciences to elevate communication strategies and fortify reputations.