The Edge Brand
I was hired by Edge four years after its inception and helped define and grow a brand that brought in $9M in revenue to a national brand with $60M in revenue. I cleaned up the existing logo, created a style guide, and helped unify the brand as the company grew.
Edge Style Guide
To create visual consistency, I created a style guide for Edge. I included instructions for typography, images, tone of voice, logo usage, email signature, and corporate colors.
Logo Update
The Edge logo had too many gradients and technical issues with its construction. The Executives didn’t want to lose any of the brand recognition and equity we’d built up, so I updated the logo’s form and removed the gradients to give it a more polished, professional look.
Foundational Principles
As part of our internal brand messaging, we had seven principles that we based everything we did at Edge. They were part of everyday life and taught to employees as tools for success. We created a series of training videos for which I created graphics. I helped create assets, trainings, icons, and posters to bring this message to life.
Branding in The Field
We worked hard to ensure that Edge’s technicians across the country were unified in their appearance and actions, as they were the face of the company. I worked with the Operations team and created assets, such as posters they hung in their warehouses, that reminded them how appearance and actions matter. The result was that technicians across the country understood expectations so we could have brand consistency.
New Building Design
We quickly outgrew our office space and bought a large building for our corporate headquarters. I was involved in the design and update of the building, including designing many of the walls, basketball court, and door-to-door space.
