Post Creator: Rosie Bartley

ICR Industry Reports #3: Branding + Creative with Kyle Kostesich, Executive Creative Director at ICR

By ICR | Podcast

Your brand is your promise: to your customers, to your employees, to your investors. It’s how you signal to stakeholders who you are and what you stand for. With so much on the line, it’s no wonder that a messy brand can have a huge impact, both on your reputation and on your bottom line.

Joining me for this installment of ICR Industry Reports, the mini-series where we profile some of the industry leaders within ICR, is Kyle Kostesich. Kyle is the Executive Creative Director for ICR’s Branding + Creative practice, having spent the last 15 years leading ICR’s creative teams in the areas of branding, marketing, digital media, web design, and more. Coming from a diverse creative background, Kyle has worked with clients across numerous sectors, developing successful campaigns for luxury brands, like The Ritz-Carlton, global financial giants, like Mirae Asset, well-known consumer names, like Planet Fitness, and healthcare industry titans, like Pfizer.

In this episode, I speak with Kyle about the elements of a strong branding strategy, how the Branding + Creative practice adds value for ICR clients, and the long-term benefits of creating a great brand, both internally and externally. 


  • Kyle’s career path: from graphic designer to ICR (02:37)
  • Kyle describes the characteristics of an untidy brand (05:56)
  • How a great brand can differentiate your company (08:07)
  • How companies should be thinking about keeping their websites fresh (12:18)
  • How Kyle works with management teams to form alignment on branding decisions (17:18)


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If you have questions about the show, or have a topic in mind you’d like discussed in future episodes, email our producer,