Embodying a culture of innovation

Tags: Identity and Motion

Client: Infinite Edge

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Situation

Infinite Edge (formerly DTE) is a genuinely innovative global IT reseller, helping organisations move forward through long-standing, high-trust client relationships. Rapid growth and a more refined internal process had set them up for their next chapter, but their brand hadn’t kept pace. Awareness was limited, and their story lacked clarity. Working with Threerooms, I helped lead the team through a full rebrand: defining a bold new name and building a versatile identity that reflects their culture of innovation and ambition.

Solution

Our design solution is rooted in Infinite Edge’s core values: innovation, collaboration, agility and commitment. We created two flexible graphic devices — the Loop icon and the Edge — to bring movement and energy across every touchpoint. A considered identity paired with a bold new colour palette helps Infinite Edge stand out in a crowded industry, while giving their growing team a brand they can genuinely believe in as they continue to scale and evolve.

A previous life

Building on rapid growth and potential

Infinite Edge’s rapid, organic growth had left their visual identity struggling to keep up. An uninspiring logo and fragmented communications no longer reflected the quality of the business behind them. With ambition rising and momentum building, we knew it was time for a bold shift, one that matched both their scale and their future potential.

Creative

The Innovation Loop

The Loop icon became a strong, memorable mark designed to work seamlessly in digital spaces. It’s inspired by the team’s circular process of continuous improvement, both in how they work internally and how they build long-term client relationships. A simple idea, rooted in how Infinite Edge actually operates.

Graphic generator

Creating The Edge

The Edge is a visual expression of data flowing smoothly and endlessly through everything Infinite Edge touches. To make the concept truly infinite, I created a custom Edge graphic generator. This allows the team to tailor the shape and scale each time, giving everyone working with the brand the freedom to create a unique Edge for every application, while keeping the system cohesive and recognisable.

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