Edge’s brand practice celebrates one-year anniversary with impressive body of work

Twelve months on from launching the practice, Edge is celebrating a productive year of developing brand strategy and identity work with new clients – and building an impressive body of work.

Originally set up to support the agency’s venture arm, Accelerate, which aims to help launch and scale new businesses, the agency’s brand work has grown steadily and expanded into product, packaging and experience design.

Using its brand Operating System (BrandOS) the practice has developed new brand DNA, and crafted new brand identities for rental marketplace Releaseit,  DTC wine brand Give it a Swirl, new B2B SaaS platform Altus for consultancy group Sensei, and One, a new oncology brand for Vet Partners.

It has helped define brand architecture for new talent and people business Belong2, as well as the National Property Group of companies, and Mrs Mac’s pies.

It has also repositioned and refreshed brand identities for telco Pineapple Net, fintech payments player Azupay, logistics firm Williams Fashion Logistics, and wine importer and DTC brand United Cellars.

Over the period, the team also developed the brand for Folkal Eyewear – Edge’s new sustainability ecommerce partnership with global eyewear player Safilo – from the ground up.

Says Nic Gardner, managing director, Edge: “It has been an awesome year for our brand design team. We’re proud of the work created and the enduring brands we’ve developed for our partners and clients.

Says Richard Parker, exec planning director, who oversees the brand strategy as part of the practice: “It is always inspiring to work with the leaders or founders of these businesses and bring out the ambition and heart of their brands.

“Having inherited brand ID platforms to work with for many years that are sometimes inflexible or don’t cater for different communication needs, we’ve started with a blank sheet of paper to develop our proprietary ‘brand OS’ product that puts narrative at the heart of brand to make it truly scalable and systemisable. And our clients seem to love it!”