ICA picks DIA Brands to refresh visual identity

 The Immigration and Checkpoints Authority (ICA) has appointed DIA Brands to develop a revitalised visual identity system. According to Gebiz, the pitch also involved ACTIVISTE and Coal Creative Consultants. In 2017, both parties also worked together to revitalise and reposition the ICA brand.DIA also worked closely with ICA to understand the organisation and its various functions, propose brand strategies that addressed key issues and develop a brand roadmap. Through immersion into the intricacies of the ICA brand, DIA crafted a new brand strategy which was then represented by the refreshed ICA crest.This was the logo prior to the refresh:Dinesh Sandhu, managing director of DIA Brands, said ICA is a key pillar of Singapore’s Home Team and the vanguard of Singapore’s borders and national identity.“DIA’s earlier immersion for twelve months during the strategic brand development phase has held us in good stead to develop a deep understanding of ICA’s brand world and its role in the complex ecosystem in which it exists. We are pleased to be re-appointed to this next exciting phase of ICA’s brand journey,” he added.Meanwhile, strategy director Pooja Dixit said its previous phase of work had included comprehensive stakeholder engagement and research, followed by establishing new brand strategy and refreshed identity. The agency is excited to bring it all to life in the next phase.“We are confident ICA will be seen as a formidable force that truly strives to live to its promise of securing our borders and safeguarding our home,” Dixit said.