UK. Foley Cooke, the London-based retail design consultancy is completing a new global brand identity for International Currency Exchange (ICE). The new brand will be launched first at key airport and rail station branches, with an intensive global roll out over the next 4-6 months.
ICE is an independent world leader in foreign exchange bureaux with 30 years experience. It operates a global network with over 220 branches across Europe, north America, Australasia and Asia, including London Heathrow, Sydney, Dublin, Los Angeles, Miami, Toronto, Montreal and other leading airports.
The project began with research into the current trading formats and ICE’s locations. The new brand identity (pictured) has a striking blue signature, complimented by a set of fun and emotive promotional posters and a range of business-to-business literature, including multimedia, advertising templates and staff uniforms.
Soon to launch locations in the new format include: Manchester, Frankfurt, Paris Opera station, SNCF rail stations and sites throughout London Heathrow Airport.
ICE group general manager Paul Greeves commented: “We were determined to break the mould in retail currency exchange, and get away from the sterile and austere approach currently adopted. We are thrilled with the outcome and we are looking forward to assessing the global impact of the new design.”
As well as the identity for the ICE travel retail sites, Foley Cooke has created an identity for Currency Express, the online currency trading arm of ICE.
Note: Foley Cooke has also worked on instore design for Alpha Retail, JD Sports, Bacardi Martini, Benson & Hedges, William Grant & Sons, BAA, World Duty Free, Speciality Retail Group, Harrods and supermarket chain Tesco.
