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Expertise that can be trusted
Founded in 2002, Edgewing is one of the UK’s leading data integration software consultancies. It was recently acquired by Business Objects (UK) Limited, the UK subsidiary of a large global software company.
As part of a major marketing initiative Edgewing concluded that its branding and imaging could be better aligned to deliver a more consistent focus on its core identity and strengths. The company recognised that an independent third-party’s involvement was essential in gaining a truly objective perspective. But the challenge was to find a partner it could trust implicitly and which had the expertise to distill the company’s essential elements into a meaningful and compelling messaging strategy.
Persuasive presence
Edgewing put its faith in CoffeehouseDigital to help carry out a wholesale reassessment of the company’s underlying vision and to provide a comprehensive re-engineering of communication strategies to create a unified and persuasive presence in the marketplace.
"We wanted CoffeehouseDigital to help us define what we stood for as a business," explains Edgewing's Managing Director Steve Crook. "It was something that we had not clearly articulated before and it was clear that it would be very valuable to drill down into what we were all about and to communicate effectively what we could do for our clients."
From a series of meetings and workshops CoffeehouseDigital analysed the characteristics that defined Edgewings business model and what differentiated them from their competitors. These characteristics became the central theme for the development of structured messaging for communicating the key strengths, values, competencies and aspirations of the business.
The answers we needed
"CoffeehouseDigital helped us get the answers we needed," says Steve Crook. "It was hard work but very rewarding and enjoyable. It was very valuable to go through the process, get the team together and to agree what we stood for and what we were trying to achieve as a business. What came out of it was a set of succinct messages which we could then go on to communicate out to a wider audience. It has certainly helped us present ourselves professionally to our clients and prospects."
The next stage was to employ CoffeehouseDigital’s design expertise to create a consistent brand, image and vocabulary that would present the messaging in an effective light.
Pride in the product
"CoffeehouseDigital made it extremely easy to get the look and feel just right," says Jayne Crook, who managed the design project for Edgewing. "Compared with some of the agencies I have worked with CoffeehouseDigital made it very straightforward and were great to work with. From the outset the initial brand design brief was interpreted so well that it allowed us to move swiftly forward so easily to the rest of our company collateral, from business cards to website development.
"We were extremely proud of the material we produced and it was very well received," continues Jayne Crook. "It was seen to be very professional and reinforced the messaging that we were trying to deliver, which is exactly what we wanted it to do. Edgewing was a fairly small company but the marketing material helped lift it to something much bigger."
