From brand audit to bold identity for ICS
Keeping heritage timeless with a modern edge
When ICS, one of Australia’s leading conservation experts, came to us, they had a solid foundation but needed a refined identity that better reflected their respected position in the industry. With decades of experience and a portfolio spanning many monumental heritage projects, ICS needed to project this legacy clearly and confidently online. We began with a website audit, using their current pain points and future goals as a lens when reviewing their existing assets and considering brand perception. This ultimately led to a full brand audit and refresh, where we tweaked their iconic square logo, updated typography, and refined their colour palette to something that felt richer and more prestigious. We also overhauled their website from the ground up, prioritising user experience. Working with our development partner, we brought their vision to life, crafting a site that feels both authoritative and approachable, capturing the essence of ICS as a trusted, ever-present guardian of cultural heritage.
Out with the old, in with the bold
ICS approached us for a website audit to address complex navigation, outdated visuals, and a lack of clarity around their services. With recent internal changes, including the opening of a Perth office and the addition of new services like framing and RFID technology, they needed a more streamlined, authoritative digital presence that reflected their position as Australia’s largest conservation offering.
Bringing reputation to the forefront
Despite their expertise, ICS’s old website didn’t display their authority or credibility effectively. It was overly complex, visually cluttered, and struggled to communicate the breadth of their work. The website also needed to resonate with a broader audience across different states and sectors, from governmental bodies to private collectors.
Ever present, for the past
We started with a full website audit, ran competitor analyses, and held a workshop to discuss their digital needs. This groundwork informed the next phase of the project — a full brand audit. We dove right into the existing brand, reviewing past audits, strategic documents, and analytics to map out their brand ecosystem, before hosting another workshop — this one focussed entirely on the visual expression and perception of the brand. Through this process, we tweaked the logo for a cleaner, more authoritative feel, modernised the typography, and refined the colour palette to include a deeper, more prestigious red.
At the heart of this refresh was the concept of being 'ever present, for the past', which shaped the visual identity as a refined, consistent presence that conveys authority and care. The square logo became a recurring, grounding element in all brand materials, while the use of fine lines elevated the brand’s aesthetic, lending a sense of precision and ensuring ICS feels as timeless as the artefacts they preserve.
From there, we designed a new website, creating modular designs that highlighted ICS’s extensive expertise. We also suggested incorporating more striking, full-frame photography to showcase the breadth of their work.
A modern, cohesive identity
With this brand refresh, ICS now has a stronger digital foundation to support future growth. Their website presents a confident, professional image, clearly articulates their capabilities, and offers a seamless user experience — all of which position ICS as a trusted name in conservation. The refined brand elements collectively reinforce ICS’s commitment to preserving the past with a sharp, contemporary edge.
We are always happy to meet new people. Give us a bell +61 2 9953 7870, email hello@chello.com.au, or kick off a project.