Leading NZ cross-platform entertainment brand The Edge has just hit refresh with its biggest rebrand in 20 years.
The new look aims to transform New Zealand’s No 1 radio station*, TV channel, app and popular website into a larger-than-life destination entertainment brand.
“A new logo will now unify all platforms under The Edge umbrella,” says The Edge network content director Ryan Rathbone. “The new streamlined graphics have an electric colour and design palette that interrupts the norm and connects with The Edge audience.
“Plus, new onscreen technology has been introduced to incorporate social media, giving viewers an enriched interactive experience.”
The intention is a look that is simple and cohesive with a healthy dose of The Edge attitude. “One of the great things about this exciting project is that is cements the fact that The Edge is not a radio station, not a TV channel, not a website,” Rathbone said. “The Edge is an entertainment brand.
“This rebrand is just the first step towards the amalgamation of our platforms. 2016 is going to be huge for The Edge, so watch this space.”
MediaWorks head of marketing Katie Mills said: “The Edge will continue to connect with audiences by aligning with the biggest artists in the world; playing all the hits; and strengthening talent in the local market.
“The 2016 launch of a brand new Edge is the culmination of our teams’ hard work and dedication to understand what our audience want and makes them tick. It has been a period of full immersion with a content and brand strategy that we know will ensure dominance of the entertainment format with large, engaged audiences who love The Edge to bits.”
*TNS New Zealand National Commercial Radio Survey 2015/2.
- Talk about edgy! Currently starring on The Edge website is a video entitled Gay Men Touch A Vagina. Check it out here
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