Define Core Offering: A brand clarity problem can’t always be fixed by design or UX solutions alone. A design approach at refining who ICF is and what they offer the world (how, what and why) could help reset the entire brand communication for reframing ICF’s reason for being. Once we had that, the story can almost write itself. Defining Audiences + Needs: We started with defining the key audiences and mapping out the relevant information/experience for each user type. From this, we could build a content strategy that could better meet users needs, guide them to the information they sought. As well, as build out new tools, content and storytelling to better explain ICF’s greater impact. With 3 user groups clearly defined, we could parse audiences into their relevant needs and reduce the entire site down from 37 to 18 pages. Design: Once the brand story is in place, the visual elements and identity can fall into place. In ICF’s case, we looked at creating a more simple and unified visual identity system (color palette, iconography, typography) for a more harmonious and cleaner UI to apply anywhere.