Embodying a culture of innovation
Client:
Infinite Edge
In collaboration with:
Threerooms
The situation
Infinite Edge (formerly DTE) are a truly innovative global IT reseller that drive organisations forward. Their success at building and retaining large client relationships has led to company growth and a refined process but has left their brand lacking clarity and broad awareness. Working with Threerooms I helped to lead the DTE team through a rebranding project that included selecting a bold new name to inspire their next chapter and crafting a versatile identity that embodies their culture of innovation.
The solution
Our design solution centres around the Infinite Edge values of innovation, collaboration, agility and commitment. We created two graphic devices, the Loop icon and the Edge that are used flexibly across communications. The considered brand along with a bold new colour palette helps IE break through and stand out in their industry. It also creates a strong identity for the dedicated team to get behind as they continue to grow and reach their goals.
A previous life
IE's rapid, organic growth had left their visual identity lagging behind. With an uninspiring logo and a lack of cohesion across communications we knew it was time for a radical shift.
The Loop
The Loop icon serves as a strong and memorable mark that works well in the digital space. It's derived from the team's circular process of continuous improvement both internally and for their ongoing client relationships.
Creating the Edge
The Edge is a visual representation of data flowing smoothly and infinitely through everything Infinite Edge touches. To make the Edge truly infinite, I created a custom Edge graphic generator. The generator can be used to customise the shape and size, giving everyone who works with the brand the ability to create a unique Edge graphic for each and every application.
