Marine insurance brokers Edge Group needed to consolidate their four companies under one new master brand, in order to compete with much larger competitors.
With an ambitious timeframe of just three months we were tasked with creating a new brand, launching a new website and activating the brand across offices in the UK, Norway, Germany and Singapore.
We began by writing a Strategic Narrative: the story of the journey that Edge is on, written as a single story which is easy to understand and engage with, in multiple languages and cultures. We co-created this with Directors from all markets, as a summary of their history, hopes and fears.
The Strategic Narrative became the basis from which all design decisions were made. We launched the new brand in London in March 2016 with the new website launching a week later. Behind the scenes, we generated a full suite of brand assets including guidelines, office signage, stationery, video and corporate gifts.