VICE (Iconography Rebrand)

During my time at VICE, one of the largest projects I led was the Iconography Rebrand. Until then, VICE had been using simple line icons, and needed an icon system that reflected their illustrative, weird, and grunge-y aesthetic. The icons also needed to be simplified and recognizable enough to work at mobile scale. After extensive mood-boarding and discussion, below is the design we landed on. I had the responsibility of establishing the overall direction and leading two awesome designers (now illustrators!) to flush out the ever-growing set of icons.

Art Direction & Illustration: Loe Lee
Designers: Lauren Miggins & Paige Freer
Design Director: Freddy Lopez
VP of Global Design: Julie Ruiz

Sample of Final Icons (Drawn by me)

Sketch Icons for Direction