Edge Capital leads sovereign investors, high net worth individuals, and private companies to new investment opportunities in Asia. Edge wanted to convey a grounded look that resonated with their “prudent stewardship” motto. Along with the team, we did a significant overhaul of the existing brand, introducing a maturity and “down-to-earth” persona. We’ve led the team to a newly minted look from planning to execution. Introducing a new primary color, Boston green, brand photography tapping on the intricate colonial structures, and a freshly minted marketing site and collaterals that tells their story.