At ICE, the Innovation Centre of Excellence, everything starts with a wheel, a symbol of motion, creative ideas, and fresh thinking. Seven zones, each fueling a different area of the business, come together to form one dynamic hub, a place where teams connect, test, and challenge the ordinary. The brand identity needed to feel unified yet full of energy, a mark that reflects connection, movement, and limitless potential. Bold shapes, vibrant colours, and confident typography all move as one, like a well-oiled machine. This isn’t just innovation, it’s a brand built to inspire the next generation of thinkers, makers, and dreamers.