ICC Wales, the UK’s newest conference centre, is nestled in serene woodlands and offers exceptional spaces. We reimagined their website to reflect their unique offering, crafting a brand-led design that seamlessly connects their spaces, people, and audience. The outcome? A digital experience that positions ICC Wales as the go-to destination for delegates and visitors.
What we did
UX & Content Workshops
Wireframing & User Journeys
Website Design
Craft CMS Development
Visit the site
Project goals
Refine the digital brand
Reimagine ICC Wales' digital presence, creating a platform that better reflects their innovative offerings and captures the essence of their unique identity.
Capture the energy of the spaces
Showcase ICC Wales' spaces and events by emphasizing their standout features, unique benefits, and the exciting possibilities they create.
Position as the go-to conference centre
Highlight ICC Wales' stunning surroundings, prime location, and top-tier accessibility to establish it as the ultimate choice for conferences.
Highlight sustainability
Place sustainability at the core of ICC Wales' offering, with fresh content and site features that align with their mission to be the greenest venue.
Understanding user needs
The previous website was in need of a refresh to better communicate the vibrancy of their events, the energy of their people, and the unique qualities of their venue. To address this, we immersed ourselves in their world by visiting the venue to experience it firsthand. This allowed us to understand how the website should be reimagined. We then conducted workshops to explore audience needs, content priorities, and technical functionality, ensuring a tailored approach.
Our process included:
- Venue site visits
- Content strategy workshop
- UX design workshop
- Wireframing and prototyping
Enhancing the digital brand
We updated the digital brand to better showcase the contrast between ICC Wales' vibrant events, dynamic spaces, and energetic team alongside their tranquil rooms and serene woodland walks. This balance became the foundation of the visual strategy and site design, with all content structured around these two complementary aspects.
Iconography that fits
We developed cohesive iconography to unify their features and clearly communicate key benefits, ensuring users can quickly understand and navigate what ICC Wales has to offer.
Fantastic to get the ICC Wales website live which gives us an excellent new platform to build on and further develop our digital marketing strategy. A big thank you to you and the team - our teams have really enjoyed working with everyone involved on this project.
Vanessa Russell
Group Marketing Director, Celtic Collection
Showcasing spaces
We sought to translate the wayfinding experience into a digital format by redesigning ICC Wales’ floorplans and reimagining their spaces to be more engaging, intuitive, and user-friendly. This approach gives users a clear, interactive snapshot of the venue, no matter what they’re looking for. To streamline inquiries, we introduced a dynamic CTA bar across the site, converting space-specific queries into categorised emails for easy follow-up.
Bringing events to the forefront
ICC Wales aimed to enhance the visibility and accessibility of its events, highlighting the variety of experiences and establishing itself as a year-round destination for diverse public events.
To achieve this, we redesigned the website to better highlight upcoming events, improving flexibility in the CMS, enhancing imagery, introducing event filters, and refining the booking experience. These changes make it easier for audiences to discover and engage with events, from musicals to conventions, ensuring a seamless user journey.
Visiting the venue firsthand deeply shaped the website's look and feel. Our design goal was to capture the venue's atmosphere and experience, designing a site that authentically represents ICC Wales.
Dave Griffiths
Senior Designer
Sustainbility at the core
ICC Wales stands out for its green surroundings, sustainability pledge, and commitment to environmentally conscious operations. We made sure the website highlights these values, using green from the palette to emphasize its eco-friendly mission.
No one can believe the change our website has had in such a short time frame! Our new website has truly blown everyone's expectations out the water.
Olivia Thomas
Marketing Executive, ICC Wales
