ICE models is the largest and longest standing model agency in South Africa. During my time as Creative Director at the agency I was tasked with updating the outdated brand visuals with a more modern look, redesigning the website, designing and managing all internal and external (marketing) digital, print and video production, and running Social Media across 6 platforms.
I gently updated the iconic ICE logo across the 3 regional offices (Cape Town, Johannesburg, Durban) and across the 3 Cape Town divisions (mainboard, Genetics, Kids), and changed the brand visuals from an outdated dark gray to a crisp, clean white brand look. The longitudinal ICE typeface synonymous with the agency for nearly 2 decades was left untouched. The blue dot (which represents an ice cube) was completely flattened, made bigger and moved closer to the E. With Cape Town being the agency's flagship location, only Durban and Johannesburg adopted region descriptors. The Cape Town based Genetics and Kids divisions were differentiated by color.
The website was the most important recipient of the new white look. The landing page immediately traffics the viewer firstly by region, then by division. The minimal top menu describes the model boards of the region on the left and the white drop-downs make it easy for the viewer to switch between divisions and regions with a single click. The Cape Town mainboard division landing page pulls directly from the dedicated tumblr model blog and instagram do create a dynamic landing page showcasing all the latest Cape Town activity. Instagram icons link directly to the model instagram accounts from the thumbnail view. The individual model view gives the viewer the option to view the portfolio in a traditional "model book" style or in a vertical "blog" style.