A complete brand transformation
for a fresh hosting heavyweight
A highly technical service often meant for the not-as-savvy audience. We learned that the sheer amount of insider nomenclature is often used to discourage and create a fear-based narrative, where the hosting company in question is the only redeemer.
On top of that, the market communication revolves entirely around the indispensable service standards: security, support, uptime, etc. – all points of parity. In order to differ, hosting companies often focus on one of them and push it to the limit, while the customer is still getting more-or-less the same service everywhere.
For Edge – a brand catching up to the heavyweights, our challenge was to lose the cookie-cutter approach and make the most out of their rapid successful growth; to create a brand that is a worthy competitor right at the very front of the pack.
We don’t mean to say hosting providers are all evil and stupid.
They just fail to listen to their customers.
All it took was to ask. We found that the selection of a provider often happens with almost complete omission of the service-related technical communication and tends to be more of a gut feeling.
The Edge ability of foresight is meant as a logical consequence of transparency, openness and rational thinking as opposed to charlatan claims without any factual reinforcement. The very use of the word is ironic, yet does not fail to communicate both the typical threats as well as positive future events, like traffic increases – which for no apparent reason are commonly omitted in brand messaging.
An identity does not need to carry another display of what the company does. We’ve put the old logo and all new concepts on trial and found a solution that doesn’t ignore the company’s heritage on one hand and makes it look more experienced, mature and worth much more.
A green dot was just enough and just right for the job of conveying Edge’s values as the key element of the new logo as well as the entire identity system.
We measured the new identity’s impact through targeted surveys, which revealed an approx. 100% increase in perceived brand value.
Edge holds immense value in their company culture, where employees are „the heroes”.
In an industry, where support is key and every employee becomes a brand ambassador, a well designed internal communication and a feeling of belonging are crucial. We created a wide set of sometimes useful and often just fun accessories for the „managed hosting heroes”.
The center of Edge’s digital presence and key selling tool needed a proper revamp aligned with the new brand. We filled it with easily accessible knowledge, a glossary of difficult, hosting-related terminology and other tools that leave no room for misunderstandings, doubt or understatements.
Thanks to having full control over the process, the architecture, the UX and the design became all true to the designed communication strategy.
A responsive 12-column grid was perfect to adapt the site to all device widths without sacrificing any informative or visual qualities.
We maintained high contrast throughout the site with movement and interactivity keeping high engagement.
We helped create an independently branded blog to serve as another content-oriented tool for sharing knowledge and market insights.
We couldn’t help ourselves and focused on the delightful wordplay.
The final stage was designing the Edge User Portal, a self-service tool to even further facilitate the customer’s interactions with managed hosting.
Sharing knowledge has become the most recognized behavior of a brand that values clarity and openness above all else.
We’ve also designed a brand center to provide all necessary information to all employees and vendors managing Edge’s assets.
As the company grows and expands, it covers more area, caters to more people, listens more carefully and takes responsibility. Improvement of the World around as one of the key brand goals, proves the brand has the capacity to undertake tasks of greater responsibility, as well as enforcing the message of being a confident and aware partner.
It works as a strong reason to believe which strongly separates the brand from the lower level companies and can immensely increase perceived company value. Studies are increasingly showing that the public are a lot more willing to trust businesses with strong and transparent CSR policies.