ICG

The Independent Consultants Group is a thriving community of freelance and independent research experts. Until they approached Mustard they had a rather old-fashioned and dull identity which was not doing them any favours in recruiting new members and in their online profile. Working with the committee and a tiny budget, we focused on what they really wanted to say about themselves and came up with an all-important strapline – ‘expert independent researchers’ – to better explain what they do.  We then used the insight gained from our kick off workshop to develop an identity for them that was all about bringing people together, presented in a really bright and modern way.

We then applied the new identity design to their website, coming up with the idea of having 2 big buttons for entry to the right areas of the site. Having drafted the copy for the site and designed the navigation and the subsequent pages, they were ready to launch a radically updated icg on the unsuspecting research world – to great acclaim. As one member put it: “Wow! Most impressive – this definitely brings the ICG into the 21st Century.”