ICQ - Merchandising

Client: ICQ/AOL
Date: June 2006
Co-Op: Concept, design

10 years after the first ICQ instant messaging service was launched ICQ provides its loyal, enthusiastic, and international community of users with comprehensive instant messaging services and community products.

Icq is often perceived by it's users as a hub for communicating with friends rather than a "computer" software It's a platform providing people with similar interest a place to locate each other on-line. In developing the ICQ consumer brand we too are shifting the brand away from "computer land" into "human land". The online community is now untied. Choosing the Knots as the Leading image and name for this book, we refer to the connections that people do when using ICQ. A knot is a simple metaphor, Used in conjunction with the brand colors and idioms we achieve great visibility and identification. The brand is funny and memorable.

Unlike its competitors, ICQ is mainly aimed at teens, who are great adopters of new trends, they are a subculture. Teens have a distinct language, values and cultural base. By combining simple, funny icons, acronyms ( ones that your mother wouldn't understand ) smart textures and strong colors we have created a new language, a language which is ICQ.