Like all media properties, The Edge was battling for its share of the entertainment audience. Competition was fierce, the business had no clear understanding of where to position themselves in the market, and the various Edge properties were working in isolation. To achieve their vision of “becoming New Zealand’s leading entertainment brand and source of pop culture” a major brand transformation was required.
Milk was tasked with developing a new brand identity that would help The Edge transcend other channels. For The Edge listeners, age, gender, location and income don’t matter. What they share is a youthful spirit and a common interest in what’s right, right now. We set out to develop an identity that would capture the colour, vibrancy and attitude of pop culture, while being easy to adapt as new waves of pop culture hit.