Springett helps ICI to Advance at marketing

Design consultancy Springett Associates has branded a global marketing development programme for paint manufacturer ICI Paints, a subsidiary of ICI, which is due to be launched this month.

Springetts won a two-way paid creative pitch to secure the internal communications contract.

The programme, entitled Advance, is part of an internal commitment to developing a consistent approach to worldwide marketing. It is aimed at three levels of ICI management and runs until the middle of next year.

The identity is applied across a broad range of material from stationery to customised aluminium folders and a variety of associated branded objects. Within the logo itself, the A of Advance is represented by a triangle.

This, says Roger Bannister, creative director at Springett Associates, is to communicate the message that the programme is aimed at different levels within ICI Paints worldwide.

“ICI is giving the programme a serious profile and an identity that sends clear signals to the many people around the world who will be participating.

“First, that the individuals are important and, second, that their contribution – and the way in which they make it to the overall communications mix – is crucial to the business,” says Bannister.