When we started working with the new owners of the ice.org, which was previously related to the McMurdo station in Antarctica, we knew that we were working to have a lot of work changing the perspective of the audience from Antarctica to cool personal finance. We needed to find to combine the "Welcome to the ice" slogan with how you can get out of debt and achieve financial free. We built a structured strategy along with an optimized approach that fused the two very different themes together in an approach that didn't feel like sales to the user base.