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

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