While breaking down their Wordpress-hosted site, we noticed a few problematic things. For one, it was slow. Their heavy use of poorly-executed plugins led to a slower load times which can detract from the users’ experience.The website was also very…bland. There was nothing unique about & nothing that truly represented their brand. What exactly does their brand stand for? While uncovering these issues, ICG’s president Ed Gross was able to spend time reflecting on the true values of his company. That reflection led to concrete foundations for the basis of their new website.