It's a fact! Neon color palettes are back with ultra-trendy and modern features for visual identities and interfaces. We all remember how in 2012, these strident colors were everywhere. Iced Media is a woman-owned performance marketing agency based in New York. They help brands like Elizabeth Arden, L’oreal, Ralph Lauren, and Revlon build their e-commerce business. The task was to create Iced Media's new brand identity, representing its elevated position in the industry, and Sofia Pusa was the creative mind behind its rebranding. 

Iced Media transforms beauty, wellness, and lifestyle products into top sellers, and the inspiration behind the new visual identity was the transformative power of ice. The driver of the different ice stages from water vapor to water and ice is, of course, the temperature change. Designers represented this in the logo by the degree symbol preceding the company’s name. The word ICED then becomes now the unit of temperature, the force behind the transformation.

In contrast to the coldness of the ice, the branding uses warm and earthy colors and calligraphic characters in the logo to express a sophisticated yet down-to-earth tone. Neon yellows maintain the brand’s youth, and the diverse palette allows flexibility to present the brand in various ways depending on the content. The circle of the brand mark is used as a repetitive shape in layouts.

Additional credits Creative Director: Sofia Pusa Photography: Atte Tanner Set Designer: Lisa Jahovic Photography Assistant: Ossi Piispanen