ico Design’s relationship with Mark Milton began when he decided to move from being a wholesaler to creating an online business that marketed his products directly to consumers.
Curation is key to his approach, and became a defining principle that runs throughout the entire brand. Working with an independent industry expert, his product range was edited into a series of discerning collections.
The visual identity conveys an understated elegance, perfectly in tune with the target audience of mature, confident women. Mark’s role as both curator and creator is further emphasised by the development of the ‘MM’ monogram that provides a personal endorsement on all pieces. Brand photography celebrates the jewellery as both beautiful objects and wearable pieces – when combined with an editorial blog it puts industry expertise at the heart of the brand.