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Cameron McDiven


Brand Strategy
Brand Design

Brand Strategy / Naming / Brand Design

The Need
EDGE is a highly contemporary development and project management company that initially needed an identity that conveyed this positioning. Future investors and users needed reassurance that here was a partner with the strength and expertise to achieve visionary outcomes.

The Method
Cameron developed the brand strategy and name to reflect the cutting edge residential apartment design. The logo design aimed at maximum legibility when reduced down to small sizes and seen on billboards from long distances. Cameron therefore dispensed with any busy symbols and relied on customized typography alone.

The Benefit
Edge has quickly built recognition in the Western Australian market. Feedback from all audiences has been consistently positive about how EDGE is positioned in the market place from a communication and operational perspective.