To brief

/ ‘brēf /

noun

1
a : to give precise instructions to
b : to coach thoroughly in advance
c : to give essential information to

2
: to discuss (as a military operation)
in a briefing <briefed the mission>

We are pleased to see you come this far.

The short form that follows is the first step to help us and yourself understand the condition of your brand and establish what can we do to help it grow and evolve.

Begin
1 / 9
Who is responsible for the management of your brand?
CEO/Board
Marketing
Brand management department
An external agency
2 / 9
Could the core of your brand be summarized in a single, simple statement, which can be used as a behavioral guideline in any given situation, by anyone associated with the brand?
Yes:
Next
Maybe
No
3 / 9
Do you see your brand as capable of being recognized through its behavior alone, without showing the logo or any other element of visual identity?
Yes
Maybe
No
4 / 9
If your customer was to describe the most unique feature of your brand what would it be?
Next
5 / 9
How would you describe the importance of this branding exercise?
An identity refreshment to keep up with the trends
A natural response to the evolution of the company
A long-term investment
6 / 9
What will be the most important step for your brand 6 months from now?
Next
7 / 9
What would you like us to achieve for your brand?
Specific scope of work:
Next
I am open for participation in a consultative brand design process.
8 / 9
When are you looking to implement the assigned changes?
Specific deadline:
Next
Unspecified long-term consultancy
9 / 9
What is the budget designated toward this exercise?Understanding your goals and the designated budget allows us to return to you with a customized offer and to mutually schedule project milestones. Having an honest scope of investment on both sides will only improve the design process.
Specific:
Next
Percentage of quarterly marketing budget:
Next
I am still budgeting / Maybe

Why would anyone dare to pass judgment over your brand by introducing a series of simple questions? Well… you are right. There are no easy answers, no universal guidelines, no brand horoscopes, nor instant solutions. We can’t tell you which character from a book your brand is, but what we can tell already, that there is a lot that can be achieved to improve your brand.

Answering our brief questionnaire must have been quite a facile exercise but a one that proved there is focus and vision behind your brand. I guess the next question is: What is the next challenge your brand awaits? As we are all ears and excited to undertake the challenge together. Excited about the future of this benevolent acquaintance. NECON.

How can we get in touch?

Name:
Company:
Email:
Phone:
Comments:

Edge Hosting

A complete brand transformation
for a fresh hosting heavyweight

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01
Differentiating

Hosting

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.

We started a brand-client dialogue and introduced a new feature and idea to guide Edge:


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.

02
Visual Identity

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.

Simple
& Effective

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.

Externally & Internally

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”.

03
Implementation

The Website

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.

The Design

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.

Animations

We made each and every product distinguishable by assigning custom animations to their subpages and CTAs. The site became alive and significantly different from all competition without sacrificing performance, thanks to the minimalistic approach to construction of the animated patterns.

Branded Blog

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.

Edge User Portal

The final stage was designing the Edge User Portal, a self-service tool to even further facilitate the customer’s interactions with managed hosting.

Demystifying
the Industry

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.

04
Social Responsibility

CSR

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.