Icon Co Brand identity

With a new name and a bold brand architecture, Icon Co is equipped for its expansion along Australia’s eastern seaboard.


Working closely with Icon’s founders a bold positioning statement Thinking Icon created by Cate Rayson establishes clear differentiation from competitors. An additional statement, Growing Together welcomes new members to the Icon family.

Building on Icon’s passion for its existing brand identity, Envelope evolves the logo, developing an expanded brand architecture, complemented by powerful project photography by Andrew Curtis. An extensive shoot in Melbourne and Sydney documents Icon’s impressive body of completed projects. A library of dynamic construction worker photography at Icon building sites adds a human dimension. 

Utilitarian tools such as staff notebooks become ubiquitous marketing tools. Equipped with a robust and flexible suite of Envelope publication templates, Icon Co’s in-housemarketing team produce tender proposals and project case studies efficiently and cost effectively. Site hoardings further increase Icon’s recognition in the built environment.

A comprehensive website provides access to detailed company and project information.

Brand identity 

We also developed brand identities for architectural firms MAA and H2o.