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Branding a Global Amusement Operations Company

Posted on September 12, 2018

ICON Global Partners is an international amusement operations company that personally guides owners, investors and operators through the entire design, development, implementation, servicing and maintenance process. Their main focus is in developing markets, and they work with clients who aspire to be world-class in a time when service and safety expectations are continuously increasing.ย  The company is lead by two industry leaders, Chris Perry and Tim Mow.

ICON came to Visual Lure for branding guidance and logo development, graphic design services, and WordPress website design and development. Below is some of the work we completed for ICON:

 


 

Initial Brand Exploration

When we are creating a new brand from scratch, exploring and defining the brand is an important first step before any design work is completed. This can be done through conversations or by filling out a brand framework form.ย  Here is ICON’s brand positioning and messaging:


Brand Promise:

Proactive, transparent, personalized (hands-on) service from concept to opening, and beyond.


Brand Positioning:

  • Helping the leisure and amusement developer to success by listening and providing comprehensive support and technical assistance throughout the development process.
  • ICON wants to be the company of choice for those aspiring to achieve international standards of safety and service for their amusement facility in developing markets.
  • ICON is an operations speciality company for amusement facilities that aspire to be world-class in developing markets.

Master Positioning Statement:

  • What: The only amusement operations speciality company
  • How: that will hand hold (lead) through the entire process
  • Who: for owners/investors and operators
  • Where: in developing markets
  • Why: who aspire to be world-class
  • When: in a time where service and safety expectations are increasing globally

Target Audience:

  • Owners and investors of potential amusement facilities and mixed-use developments globally
  • Existing operators looking for assistance with a future redevelopment or looking to improve their operation
  • Amusement suppliers/manufacturers that are involved in projects which have not yet defined who the operator is
  • IP companies (Cartoon Network, Cirque du Soleil) that are involved in amusement operations that would like to have clearly defined design and operating standards for their brand
  • Hotels that are adding aquatic elements and want to ensure they are safe and operationally efficient

Brand Mission:

ICONโ€™s brand mission is to help others who (aspire, have a desire, have a drive, want, arenโ€™t afraid of the journey) to become (iconic, world class) in their market.


ICONโ€™s Thought Process:

  1. Where can we lead our customers (so that our competitors canโ€™t follow)?
    By developing strong relationships and partnerships that are built on trust, transparency and hard work. Personalized, client-centric commitment focusing on direct interaction and solving potential issues before they become problems
  2. How can our brand help customers help themselves?
    By working hand in hand, we are teaching people how to think differently
  3. What new forms of value can we deliver?
    Working hand in hand in partners in an economical way (by being based in the region) By being more than an operator and representing our clients in our own areas of expertise
  4. How can our brand become a platform for creating customer opportunities?
    Volume of key clients in region. Building brand awareness by the success of client base
  5. How can our brand become a richer context of living?
    Safer, more enjoyable facilities, with better service. Partner for future projects with an easier path of development/openings. By taking the stress burden off of the owner and/or driving higher profits through experience, knowledge and efficiency.

Brand tone of voice (Brandโ€™s personality):

  • Confident
  • Personal/Genuine
  • Local
  • Helpful (solution focused)
  • Passionate

What does ICON do better than their competition? What makes ICON different?

  • ICON is based in their target region (Southeast Asia, which reduces travel costs and makes us easier to communicate with vs. having to speak with someone in North America or Europe)
  • ICON is personally involved vs. passing the work to a project manager or hiring someone other than the leaders of the company
  • ICON’s operators have recent operating experience in some of the most recognized water parks in the world.
  • ICON is not afraid to get their hands dirty and work with clients onsite
  • ICON offers multiple solutions through their own resources (one-stop shop)
  • ICON prefers a client representative approach in which they will interact with other consultancies on the clientโ€™s behalf

 

Final Logo Design

Here is the final logo. It features a globe made from waves – as water parks represent the core of their business. We also added a swoosh/splash under the mark to give it a sense of playfulness and motion. The typography is heavy and arched from the bottom to give it an “iconic” feel, and gradients give it a sense of depth – making the mark more fun, which is what this company is all about.

ICON logo design

Logo Explorations

Below are a handful of logo design explorations we presented. The client requested that we use a globe, and they preferred the color blue – because a majority of their business is water park related.

ICON logo explorations

Business Card Design

 

ICON business card design ICON business card design

 

Website Design

Designed and developed in WordPress, the new ICON website is a fully custom, simple, clean, and easy to maintain theme. Even though itโ€™s a pretty simple layout, we added a wave to the sticky header so that it didn’t look like a cookie cutter theme. The site is of course fully responsive, rendering beautifully on any type of device or screen. Additional features include: easy to apply column short codes for layout flexibility, an RSS industry news feed automatically pulling from an industry news resource, and an accordion services section.

We also installed andย configured WordFence for added security, and WP Rocket for improved load-time speeds giving the site an A rating on both GTmetrix and Pingdom.

ICON responsive web design

ICON website design tablet

Visit the ICON Website ยป


Learn more about our services featured in this post:

Learn more about our
Logo Design & Branding Services ยป

Learn more about our
Print & Graphic Design Services ยป

Learn more about our
WordPress Web Design & Development Services ยป

 

Website Redesign for an Online Photography Training & Workshop Company

Posted on March 11, 2014

Visual Lure was recently contracted to redesign the “look and feel” of FisheyeConnect.com, a company that promotes photography workshops and houses online on-demand training videos for photographers.ย  The existing website is dated and the information and layout is not conducive for the best user experience.ย  We’ve cleaned up and restructured the design of the site making it easier for users to locate the information and courses they are trying to find.

Fisheye Connect’s web developers are currently working on implementing the new design.ย  We will post an update when the new website launches, but in the meantime, check out their existing website at FisheyeConnect.com.

 

new home page web design Fisheye Connect

new workshop web page

Learn more about our web design services and donโ€™t forget to check out our web design portfolio.

WordPress Website for Chicago Personal Injury Attorneys

Posted on January 23, 2014

Visual Lure recently launched a new custom WordPress website for Grazian & Volpe, a Chicago Illinois personal injury law firm that houses some of the best personal injury attorneys in the greater Chicagoland area.ย  The site was a Goliath with over 300 pages.ย  We also provided, and will be providing ongoing search engine optimization (SEO) services.

If you are an attorney or a lawyer, and you’re looking to have a law firm website built, contact us today.ย  High ranking, search engine optimized law firm web design is one of our specialties.

 

lawyer-attorneys-web-design-grazian

Learn more about our Word Press design, web design and Search Engine Optimization (SEO) services, and donโ€™t forget to check out our web design portfolio.

Visual Lure Celebrates Its 10 Year Anniversary

Posted on February 23, 2012

We’ve been so busy designing world class logos, design savvy, user friendly, search engine optimized websites, award winning packaging designs and more, that we almost forgot we’ve officially been in business for 10 years (freelancing even longer, since the mid 90’s). We would like to thank all our customers, past and present, for the support and partnerships we’ve built. We couldn’t have done it without you.ย  We look forward to many more years to come.

Visual Lure crest logo design

Website Design for St. Louis Metro East Preschool

Posted on April 8, 2011

Visual Lure was recently contracted to design a website for a new preschool coming to O’Fallon, Illinois.ย  The new preschool will be called The Good Shephard Preschool and will be affiliated with O’Fallon’s St. Clare School.ย  It will be located in the new Fellowship Centers at St. Nicholas Roman Catholic Church. Below is our proposed home page design. Check back soon for the new website.ย  Update: The new website has gone live and can be viewed at www.gspreschoolofallon.com.

St. Louis web design for preschool

Learn more about our web design services and don’t forget to check out our web design portfolio.

Website Design for a St. Louis Metro East Window Treatment Company

Posted on December 14, 2010

Visual Lure was recently contracted to design a custom WordPress website for Eye On Design, a Belleville, IL based company that sells and services window treatments of every kind, both for commercial and residential clientele.ย  They service the greater St. Louis Metropolitan area and are an official Hunter Douglas Gallery.ย  Their products include shutters, shades, blinds, drapery, sheers and top treatments, countertops & tile, area rugs and framed artwork.ย  Services include: repairs, color consultations, redesigns, design build, upholstery, fabrication, home installation and energy consultations.ย  Here is the home page design along with the two main commercial and residential pages that the site is broken down into:

website design for St. Louis Metro East window treatment company

The new website design has been launched.ย  Check out www.eod4u.com to view the new website.

Learn more about our Word Press design and web design services.ย  Also, don’t forget to check out our web design portfolio.

Website Design for a St. Louis Metro East Child Advocacy Center

Posted on November 2, 2010

Visual Lure was recently contracted to design a new website for the Madison County Illinois Child Advocacy Center.ย  The new website will be built in WordPress using a custom designed theme.ย  Be sure to check back soon for the launch of the new website.ย  Here is a sneak peek at the home page design:

Madison County Child Advocacy Center web design

Madison County Child Advocacy Center web design