Brand refresh and responsive website for Icon’s revolutionary process analysers

the brief

The Brief

The mission was simple. Take Icon’s brand and website to the next level by delivering a memorable experience, re-establishing Icon in an ever-changing and growing market.


The Challenge

Design is always at the heart of what Icon do and we wanted to build on that as much as possible by pushing the website forward, both visually and navigationally, to help visitors find the content they need. The website features a fully responsive design and is optimised to ensure that each visitor can read and explore the site on any device.

We hosted a series of workshops to establish the requirements from a customer perspective and to review what lessons had been learned from the previous website. All this insight was then gathered and used to form our new thinking and influenced the final sitemap and page layout.

We took the product brands and gave them a little enhancement too. They have now been refined to a flat design concept, making it easier to utilise and optimise the graphics online. Both the news and products section feature dynamic filtering, allowing the visitor to only show relevant information to make their selection easier. This is a simple feature which maximises click-throughs.

Icon also needed a suite of new photography to use across all their marketing material to promote their full product range. We commissioned and art directed the new photography, with a focus on delving into the technical and scientific expertise and knowledge that goes into engineering one of their analysers. The black and white style of photography was chosen to give clarity and focus to the shots and allow their iconic yellow to standout and give real impact when used with their strong iconography and typography.

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Icon Scientific website design

The Results

A strong and consistent brand that delivers across all mediums and allows Icon to be seen as a leader in the market. We created a brand guideline document and pack of assets to outline their use of Typography, Photography and a suite of new icons and how they should be used across different media. Plus a slick responsive website that allows them to filter enquiries to each of the different sales regions and a rich media hub that integrates, news, social and white papers into one handy location. Since launch of the new website we’re happy to report a 201% increase in session duration, with a bounce rate reduction of 20%.

Skills Used

  • content
  • insight
  • seo
  • social
  • website
  • experience
  • analytics
  • interface

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