Developed under the direction of Odile Hainaut and Claire Pijoulat, the new strategy includes solidifying ICFF’s role as a business accelerator and clarifying its objective of being at the center of design culture, community, and commerce. “Our brand directors, Odile Hainaut and Claire Pijoulat, wanted to shift away from a more corporate identity and inaugurate a new chapter for the ICFF. With this strategy, they aim to inspire, engage, and support design companies, and facilitate their success”, can be read in the statement.
To translate this strategy into a visual form, the ICFF has worked with the award-winning creative team of forceMAJEURE agency to develop a new brand identity for ICFF. Celebrating ICFF’s 35th anniversary in 2024, the campaign is characterized by its bold art direction and striking creativity.
In a context where the renowned logo, which remains in the previous black and white palette, is now consisting of a solid and heavy wordmark contrasting with a lighter and supportive typeface, ICFF’s visual identity has undergone significant updates to render its communication distinctive and flexible.
Moreover, a new color scheme differentiates the various sections of ICFF: yellow represents the “Wanted” feature, green stands for “Oasis” focusing on sustainability, and blue represents the new “Bespoke” area. The aim is to bring a sense of excitement and warmth to the repositioning brand, infusing it with newfound energy. The ICFF is owned by Emerald, a leader company in building dynamic business-to-business platforms that integrate live events with a wide array of digital tools and data-focused solutions.
