ICICLE Hex Campaign

Background
Imperial College London partnered with Intel and Lenovo to launch ICICLE, a high-performance computing initiative powered by the new HEX supercomputer. Designed to accelerate research across disciplines – from climate science to space weather – ICICLE represents a bold step in turning computational power into global impact.

Brief
The challenge was to create a distinctive identity for ICICLE that could communicate innovation, scale, and credibility. It needed to sit within Imperial’s broader brand guidelines while standing apart as a flagship initiative. The branding had to speak to a wide audience – including researchers, funders, and industry partners – and support launch materials, digital presence, and future growth.

Result
The final identity combines structured typography, abstract data-inspired visuals, and a confident tone of voice. Visually and strategically, the brand captures the ambition and collaborative spirit behind the project. It launched at a showcase event at the Science Museum and continues to frame ICICLE as a leader in research computing.