The creative house behind every IC universe.
Nine integrated capabilities under one creative roof. We invent worlds, write the bibles, design the brands, produce the assets, and license the rights. Studio-grade craft at franchise scale.
Nine capabilities. One pipeline.
Every IC universe is the output of the same disciplined creative stack. The same team. The same standards. The same shippable deliverables.
World-Building
Geography, history, technology, fashion, language, economic systems, political structures. The substrate every story stands on — designed for internal consistency at the scale of a fully inhabited world.
- ◆ Universe bible
- ◆ World atlas
- ◆ Era timeline
- ◆ Faction architecture
Narrative Design
Story arcs, attraction beats, guest-journey decision trees, and the dramatic logic that turns a place into a plot. We write to be executed by show systems, not just read.
- ◆ Story arcs
- ◆ Attraction narratives
- ◆ Day-cycle storylines
- ◆ Guest decision branches
Character Development
Recurring cast, walk-around characters, antagonists, and the supporting ensemble. Each character ships with a voice, a backstory, a visual reference, and a role in the broader faction structure.
- ◆ Character bibles
- ◆ Voice and dialect notes
- ◆ Visual references
- ◆ Performer scripts
Brand & Visual Identity
Property-level brand systems built to scale. Color, typography, logo systems, signage, environmental graphics, photography direction — the aesthetic operating system of the world.
- ◆ Brand guidelines
- ◆ Logo & wordmark systems
- ◆ Type & color standards
- ◆ Signage & wayfinding
Environmental Storytelling
The world explains itself. We design environments where every storefront, prop, poster, and overheard conversation encodes lore — so guests learn the world by living in it.
- ◆ Environment briefs
- ◆ Set-dressing standards
- ◆ Background-cast scripting
- ◆ Diegetic media
Media Production
Pre-rendered video, projection content, audio beds, animatronic motion data, concept art, and reference imagery. Everything the show systems need to execute the world at runtime.
- ◆ Pre-rendered media
- ◆ Projection content
- ◆ Audio design
- ◆ Animatronic choreography
Experience Architecture
Guest-journey design across the resort footprint — paths, beats, surprises, decision points, climaxes. The dramatic structure that connects every zone, every attraction, every meal.
- ◆ Journey maps
- ◆ Pacing diagrams
- ◆ Beat sheets
- ◆ Cross-zone arcs
Canon & Continuity
A single source of truth across every medium. As licensees ship games, novels, films, and merchandise, IC maintains canon — what is true in the world, what is not, and what is permitted.
- ◆ Canon ledger
- ◆ Continuity reviews
- ◆ Cross-media style guides
- ◆ Approval workflows
Licensing & Rights
Structured licensing programs for internal IHG entities and external partners. Category-by-category rights, creative approval gates, royalty reporting, and audit-ready documentation.
- ◆ Rights catalogue
- ◆ Term sheets
- ◆ Approval workflows
- ◆ Royalty reporting
Every output ships ready to deploy.
Most creative work needs translation before it can be built or operated. IC's outputs are structured for the rest of the IHG ecosystem — and external licensees — to deploy without re-interpretation.
Narrative ships with timing notes. Visuals ship with specs. Characters ship with voice samples and visual references. Brand systems ship with technical standards. Every deliverable is reviewed against the same shipping bar.
Creative integrity at studio quality. Documentation at franchise scale.
Need a world built?
IC takes on a small slate of selective projects each year — commissioned worlds, IP development partnerships, and franchise extensions for partners outside the IHG ecosystem.