IIC Group (Investors–In–Care)
OPPORTUNITY
The IIC Group, abbreviated as Investors–In–Care, nurtures and oversees groundbreaking innovations in the fields of health, well-being, and technology. As the parent company of Dephion and the driving force behind all of Dephion's innovations, IIC entrusted me with the task of reevaluating their own brand, elevating it to new heights.
INSIGHT
Initially, there was no established brief; the founders entrusted me with developing a brand that would seamlessly integrate with their current portfolio and the ones I had previously crafted. This absence of specific guidance initially presented a challenge. After presenting initial designs, I encouraged the founders to share more insights, which eventually led to the creation of a formal brief. Their aspiration was for the brand to reflect the visual allure and dynamism of Dephion, emphasizing their top-tier role in overseeing and enhancing the companies under their ownership.
A Vision for the Future of Wellness.
IDEA
In the initial round of designs, the emphasis was on strength and simplicity. We created several different design directions for the founders to evaluate. While they appreciated those designs, they felt that they didn't possess the powerful and dynamic presence akin to what we had crafted for the Dephion brand. This led us to adopt a more commanding approach. We harnessed the strength of a triangle and divided it into three separate components, symbolizing the three core brands of the IIC Group. Incorporating an off-gold color scheme only added gravitas to the overall design. After crafting multiple versions, we ultimately settled on the final one—a design that exuded both power and elegance.
The IIC website's development, serving as the core communication channel for the company, aimed to function as a digital business card. The three fundamental "plates" representing the individual companies would smoothly move into a position that provided viewers with an overview of the selected company. Direct links to the websites of the chosen companies would grant users more comprehensive access to detailed information.
ROLE:
Creative Direction, Art Direction, Management, Leadership, Brand Strategy, Brand Vision, Brand Development, Creative Strategy, Concept Development, Strategic Planning, User Experience, User Interface Design, Web Design, Web Development, Career Development, Mentoring.
TEAM:
Igor Raffaele, Brooke Burgess, Ruud van Gerven, Kim Brasse, Marija Englman, Angie Mathot, Sarah Begemann, Bart van Gerven, Bogdan Stefănescu, Mitch van den Bergh, Marco van den bogaard, Lion Timmers.