In addition to the website redesign, our team reenvisioned the Edge brand with a new mark, strong color palette and a set of collateral to communicate modernity.
In an industry typically defined by the success of the individual, Edge Realty formed in 2009 around the radical idea that open communication and collaboration among team members would yield greater success for both their team and their clients. This game-changing mindset led to rapid growth and a strong internal culture within the company. Yet over time, the external brand and their most important business tool – their website – had became stale and ineffective.
In 2018, we partnered with Edge to refresh their brand and help them build a strong online presence. Our process began with key stakeholder interviews and a brand workshop that yielded their new vision and tagline – Collaboration at Every Corner. Whether in the office or in the field, this mantra codified what sets them apart in their industry. From business cards to leasing signs, we then refreshed their identity, creating a more contemporary and approachable logo that featured lowercase letters with pleasing round forms in an eye-catching orange palette. The centerpiece of the rebrand was a custom website that showcased the new brand positioning and team along with a rich, easy-to-use property search feature.