The ICE Awards are the award show for Atlantic Canada’s creative industry – celebrating everything advertising and design related. After two decades plus a Covid hiatus, it felt like the show deserved a full brand refresh.

The hero of any creative awards show should be the work itself. With that in mind, we designed a brand language that celebrated creative excellence in all of its infinite variability, using conceptual fonts as the vehicle to explore the concepts of play and possibility. The new brand appeared online, in promotional videos, posters, show materials and more.

The mark itself is a minimalist typographic lock-up contained within simple geometric shapes, using the elegant sans serif letterforms of Gilroy. The mark is both consistent and always changing, like the marriage of strategy and creativity within the industry. A deep ultramarine blue references the ICE name, paired with a vibrant orange to convey energy and passion.