ICSC
The Ask
A 65-year-old institution named for a format the world had outgrown. Reposition the global voice of the shopping center industry for everything commerce had become.
Unconventional Wisdom
“We’re not the International Council of Shopping Centers. We’re Innovating Commerce Serving Communities.”
The strategic turn that unlocked the program
Made
- The name Four letters kept, one new meaning: Innovating Commerce Serving Communities.
- The identity A system built for a global membership, from summit stage to digital platform.
- The manifesto The film that carried the new meaning to the industry.
- The rollout Campaigns, experiences and activations across the calendar that runs the industry: nine months from brief to global launch.
Exceptional Outcomes
Engagement detail
ICSC asked Makeable to reposition a 65-year-old institution whose name pointed at a format the world had outgrown. The answer kept the equity and changed the meaning: ICSC became Innovating Commerce Serving Communities, and the industry it speaks for was renamed Marketplaces. The engagement ran the full spectrum: brand strategy and identity, the manifesto film, digital, campaigns, and the experiences and activations where a membership organization actually lives. Rebranding an institution is a trust exercise at scale; nine months from brief to global launch, with sixty-five years of history carried forward rather than left behind.