The Rebranding of Icon

How could Icon Services Corporation, a security firm best known for its work as bodyguards for celebrities like Prince, Chaka Khan, Usher and supermodel Naomi Campbell, rebrand itself as a leading corporate security and executive protection firm for Fortune 1000 CEOs and other top business executives?

Leveraging the insights that Icon’s charismatic executive Elijah Shaw drew from his security work with clients Ford Motor, AT&T and Thrivent Financial, Maccabee highlighted what corporations could learn from the security challenges found in the world of entertainment. Maccabee’s campaign earned Icon coverage in Inc., Minnesota Business and Black Enterprise magazines, along with online video intervews on Conde Naste’s website.