ICGA Visual Identity & Website
A breath of fresh air
The challenge
ICGA’s existing brand and website no longer reflected its evolving role as a credible, science-based voice for the global chewing gum industry. The identity felt dated, content was hard to navigate, and the site struggled to engage diverse audiences ranging from policymakers and health professionals to members and consumers.
What we did
In cooperation with Edelman, we developed a refreshed visual identity that balances scientific credibility with clarity and approachability, supported by a flexible design system. In parallel, we redesigned the website around clear user journeys, simplified information architecture, and modular content templates, ensuring accessibility, responsiveness, and ease of use across devices. Comprehensive brand guidelines ensured consistency across all channels.
Results
ICGA now has a modern, coherent brand and a clear, user-friendly website that strengthens credibility, improves engagement, and supports global advocacy. The new platform makes complex topics easier to understand, elevates thought leadership, and provides a future-ready foundation for ongoing communications.
