ICM Partners

Positioning a big four talent agency towards an industry-defining brand re-launch

ICM Partners Positioning a big four talent agency towards an industry-defining brand re-launch

The Brief

Backed by more than 40 years of expertise in representation, ICM Partners is a big 4 talent agency that is consistently pushing the pulse of the entertainment industry. Image is paramount in the industry, yet they were lacking an online imprint that was representative of their true clout. It was our job to create a digital ecosystem that showcased the power of ICM Partners to the world.

Our Role

Strategy, Positioning, Identity, Digital, Content



Brand Strategy & Positioning

Defining the ICM Partners DNA 

With the size of the ICM group and their diverse set of divisions, we embarked on an extensive discovery phase interviewing key stakeholders across the company. There were disparate takeaways from one department to the next, but through countless conversations we identified a singular point that united the agency as a whole: ICM is in the people business. We articulated a brand ethos around this sentiment and developed a central brand narrative that guided our creative process as ICM’s digital partner. 

Art Direction, Brand Identity & Digital

A digital experience that makes corporate cool 

Working as both a recruiting and visibility tool, ICM’s website needed to communicate both their legacy and modern footprint in talent representation while clearly speaking to the unique factors that make up the who, what, and why. In an industry where digital platforms are largely devoid of an artistic point of view, we were eager to evolve the paradigm. We refined ICM’s brand with a buttoned-up color scheme and a central font that plays homage to classic Hollywood, marrying it with a more youthful typeface and world-class photography to bridge prestige with approachability. 

Content Strategy & Copywriting 

Strategic storytelling across all touchpoints 

From the moment visitors land on the website they are greeted with a powerful tagline that captures the essence of the brand. We carried this consistent tone through the entirety of the site, working with every department to communicate what they do in a manner that spoke to their respective online audience.  

Editorial Production & Social Media Strategy

A centralized, cohesive content program for an agency giant 

Our digital partnership is cemented in a robust content program that funnels an entire multi-department agency’s slate of news into a centralized ecosystem. We transformed their social media footprint, creating Instagram templates and an editorial roadmap that captures the latest and greatest of all departments within the ICM Partners’ umbrella. We continue to run the content marketing program for ICM today as their digital partner across all channels.