The Opportunity:

ICS is a 29-year-old global leadership & development consultancy company located in Rochester, NY.

Novus worked with ICS to bring clarity of vision to thier purpose and goals of what they stand for as an organization.  The brand positioning and updated graphics were created to support the new messaging. We reshaped their image and built a strong brand foundation to ensure a future in which they could easily expand new products and services.


Brand strategy

Company message

Visual identity update

Website re-design


  • An easier way to talk about their services and products
  • A vision for the company for everyone to stand with
  • Internal and external marketing alignment

“Working with Michelle was a gift. She has a unique vision and executes it in a way that feels familiar, every time. We now have a clear voice, a beautiful message and a stunning platform to launch our business into the next chapter. We can’t say thank you enough!”

Bob Rosenfeld, CEO of Idea Connection Systems, Inc.