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Edge Hosting

Edge

For Edge – a brand catching up to the heavyweights, our challenge was to lose the fear-based cookie-cutter narratives 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.
The research effort lead us to reposition the brand and provide behavioral guidelines establishing MWG as the pioneer they had always been.

INDUSTRY / LOCATION

Cloud Hosting / Baltimore, MD, USA

SCOPE OF WORK

Communication Analysis / Communication Design / Visual identity / Print design / Print management / Web design & development

Concept

Foresight is not magic.

a.k.a. de-charlatan-ising an industry.

An identity does not need to carry another display of what the company does. We’ve put the old logo as well as 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 simply worth 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 identity system. We measured the its impact through targeted surveys, which revealed an approx. 100% increase in preceived brand value.

Digital

Web, being the core of Edge’s digital presence and key selling tool needed a proper revamp aligned with the new brand.

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 constructing the animated patterns.

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.

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