Thirteen years ago, ICI began with a bold idea: what if benefits communication could be simple, even empowering? That idea wasn’t born out of a corporate strategy session or a polished pitch deck. It came from real-life challenges: navigating career gaps, dealing with personal loss, and wrestling with the same confusing HR materials we all encounter. Today, that idea has become our mission, and our rebrand is the next chapter of that journey.
Those early experiences shaped the foundation of ICI Creative Solutions. Over the years, we’ve evolved into more than just a communications company. We’ve become trusted partners to organizations, helping them turn complex benefits information into clear, relatable, and actionable messages.
And now, as we step into our 13th year, it’s time for our brand to reflect that growth.
Why Rebranding Matters
Rebranding isn’t just a visual refresh—it’s a statement. It’s the story of who you are today, a reflection of the values that guide you, and a promise of what’s to come.
When I look at ICI today, I see a company that’s grown beyond its beginnings. We’re no longer just a small team figuring things out as we go. We’ve matured into a trusted leader in benefits communication, offering a sophisticated suite of services that empower organizations and their employees.
But as proud as I am of our history, I’ve also recognized that the name “Implico” has been a hurdle. It’s hard to spell, harder to say, and doesn’t reflect the clarity we aim to deliver. If our mission is to make communication easier for everyone, then our own name and brand should reflect that too.
The new ICI Creative Solutions brand represents a fresh start—a new chapter that highlights not just what we do but how we do it. It’s simple, modern, and focused. Like a well-crafted benefits guide, a great brand doesn’t just inform—it connects, inspires, and makes you feel understood.
Clarity Is Our Cornerstone
The heart of this rebrand is the same as it’s always been: helping people better understand their benefits so they can make confident decisions.
I’ve always believed that clear communication is the cornerstone of equity, engagement, and empowerment. Whether it’s explaining healthcare options or guiding employees through organizational changes, our mission is to turn complexity into clarity.
And now, our brand reflects that clarity. The clean lines of our new logo, the modern typography, and the refined messaging all signal one thing: we’re here to make your communications simple, elegant, and effective.
What This Means for You
For our clients, this rebrand isn’t just about aesthetics—it’s about elevating the way we serve you. With clearer service offerings and a more polished presentation, we’re making it easier than ever to understand what we can do and how we can help.
It’s also a reflection of the kind of partner we aspire to be: innovative, collaborative, and committed to delivering exceptional results.
This rebrand is also an opportunity to invite our clients to think about their own programs. When was the last time you looked at your Total Rewards or wellness program branding? Does it feel fresh, engaging, and reflective of the quality you deliver? Now is the perfect time to evaluate how your program’s look and feel aligns with your company’s vision. A refresh could be just what you need to re-engage employees and elevate your message.
Looking Ahead
Rebranding is more than just a design project. It’s a declaration of who we are and where we’re going.
As we embark on this next chapter, I’m proud of how far we’ve come—and even more excited for where we’re headed. The new ICI Creative Solutions brand is more than just a new look; it’s a promise to continue making complex communications simple, relatable, and impactful.
Thank you for being part of this journey with us. Let’s make 2025 our best year yet.
Amy LIchtenwalter
CEO / CVO