ICMP | Keeping


ICMP, based in London, has been developing and delivering music education and training to students of contemporary music for over 30 years, longer than any other UK school. We were approached by them explore a new visual brand direction.

Exploring the abstract

We have evolved ICMP as a brand, morphing it into various personalities and backgrounds. We needed a solution that portrayed the artists’ freedom to explore music, be experimental and find inspiration in their courses.

The new direction adds a dimension to video and photography, distorting colour channels and warping the content.

A dynamic personality

We created three scripts to run over ICMP’s application, be it video, photography or typography. Our approach was clear. ICMP is a playful and diverse brand and we wanted to voice this through movement and the abstract within the visual direction.