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<h1>Steve Edge Design.</h1>
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<p>A lot’s changed since we started out in 1985. But our core beliefs have held strong, underpinning everything we do – from the culture we create to the brands we build.</p>


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The Journal

<h2>It was a real honour to be asked to help the Design Council celebrate its 80th year. I wanted to create a piece that really spoke to the impact good design can have, not just in our own lives but the planet as well.</h2>
<p>Since its inception, the Design Council has shadowed our nation&#8217;s greatest designs. Now, in its 80th year, and with the launch of Design for Planet, it&#8217;s championing the works of the greatest designer of all: Mother Nature, helping secure them for generations to come.</p>
<p><img loading="lazy" decoding="async" class="alignnone size-full wp-image-4914" src="https://cms-live.steve-edge.com/wp-content/uploads/2024/05/steve-edge-design-design-for-planet-2024-image-opt.jpg" alt="Steve Edge Design - Design Council: Design for Planet 2024" width="1200" height="675" /></p>


Design Council: Design for Planet 2024

<h2>We&#8217;re thrilled to cast a spotlight on our founder&#8217;s recent appearance on the popular fly fishing podcast, My Kind Of River.</h2>
<p>In this special episode, kicking off Season 3, our very own Steve Edge explores the parallels between branding and angling, highlighting the importance of family, being outdoors, and creativity in both pursuits.</p>
<p>Missed the episode? No worries! You can dive into the conversation by tuning in to &#8220;My Kind Of River&#8221; on your favourite podcast platform.</p>
<p><a href="https://open.spotify.com/episode/5vy1hbkgT7vn12qMKl9kTg?si=xawFd-7BSv2eKfaTopCkFg" target="_blank" rel="noopener">Listen on Spotify</a></p>
<p><a href="https://podcasts.apple.com/gb/podcast/steve-edge-my-edge-river/id1680410815?i=1000652377317" target="_blank" rel="noopener">Listen on Apple Podcast</a></p>
<p><a href="https://www.youtube.com/watch?v=D1_mQx9sxd0" target="_blank" rel="noopener">Listen on YouTube</a></p>


Steve Edge on fly fishing podcast, My Kind Of River

<h2>For some, aesthetics and environmentalism may seem worlds apart: one concerns itself with the appreciation of art and beauty, the other with ecology, nature and sustainability.</h2>
<p>But the aesthetic has always been at the very heart of the natural world’s ability to preserve and sustain itself. Take the vermilion flycatcher, which uses its bright red feathers to attract a mate. Or the postman butterfly, which uses its striking bands of colour to court mates, ward off competitors, and hide from predators. Almost everywhere you look in the natural world, colours and patterns are used as means of protection, preservation and procreation.</p>
<blockquote><p>It’s this wonderful, essential role that aesthetics plays in the natural world that drives our mission today.</p></blockquote>
<p>We’re aesthetes and environmentalists, and we work with brands across the globe to ensure aesthetic pursuits continue to protect and preserve the world around us. Taking cues from the colourings, hues and patterns of rare and endangered insects, birds, reptiles and amphibians, we create identities for brands that celebrate and honour the longstanding kinship between aesthetics and the environment.</p>
<p>As well as raising awareness of the creative, awe-inspiring ways in which the natural world protects and preserves itself, I’m focused on reflecting the power of nature’s beauty back to nature itself, letting all those amazing creatures know that we care and we’re in this together.</p>


Reflecting nature back into business

<h2>There’s the dodgy shower head, the kitchen window that won’t open properly, that bit of carpet that’s coming loose upstairs, the unexplained stain on the living room wall, the squeaky front door. We all have our own list of things, those odd jobs that need doing around the house, the little things that need fixing, cleaning, replacing, improving.</h2>
<p>They’re not urgent, not even particularly important, but we get round to doing them – eventually, at least – because if we didn’t, they’d start to mount up. And if we let things mount up, those little things turn into big things. The dodgy shower head becomes a broken shower. The kitchen window stops opening at all. And then those things get bigger still until, before you know it, your whole house is falling down around you.</p>
<p>Brands, in this sense, are like houses. Neglect the little things and soon enough your brand will start to feel tired, worn out, unfit for purpose.</p>
<blockquote><p>It’ll become a brand you no longer identify with or take pride in, a brand that doesn’t feel like yours at all.</p></blockquote>
<p>And that brings us to incrementalism in branding. Just as those little jobs help to turn your house into a home, it’s the subtle tweaks and small improvements – whether to your website or your business cards – that keep your brand from falling behind, helping to ensure it consistently reflects who you are and what you believe in.</p>
<p>This is hardly a new idea. You only need to look at Google and you’ve got an example of a logo that, despite having hardly changed since 1998, has been undergoing near-constant renovation to keep it up to date and ahead of the curve. As some of you might remember, this commitment to incrementalism made <a href="https://www.huffingtonpost.co.uk/entry/google-logo-change_n_5404052" target="_blank" rel="noopener">headlines</a> back in 2014, when the internet blew up over a miniscule adjustment to the kerning between the ‘g’ and the ‘l’ in the Google logo.</p>
<p>Although in this instance it caught the eye of the world, the effect of incrementalism is usually less explicit, slipping under the radar to affect audiences subconsciously and keep brands at the top of their game without the fanfare of, say, a new ad campaign or high-profile collaboration.</p>
<p>And, of course, incrementalism extends far beyond miniscule logo adjustments. Whether it’s tweaking a web page to improve user experience, refining your tone of voice, or running a blog series that slowly positions your brand with a new audience or community, incrementalism is about maintaining what works and changing what doesn’t. It’s about realising your brand goals by correcting those little imperfections, rather than by opting for a full makeover.</p>
<p>You wouldn’t move house simply because of a damaged skirting board or a clogged kitchen sink. But at the same time, repairing a skirting board won’t do much good if the house is built on weak foundations. Sometimes a rebrand is what’s needed to make you feel at home again.</p>
<p>Here at Steve Edge Design, we’re not yet offering household repairs, but we are on hand to advise you on your brand: where it’s succeeding, where it isn’t, and where a few tweaks, improvements or alterations could help you get to where you want to be.</p>


Feel at Home with your Brand: A Case for Incrementalism

<h2>The team at 3DReid approached us to help them overhaul their digital presence and in doing so help evolve their brand to better capture their story.</h2>
<p>Through our workshop sessions we discovered that they had a reputation for delivering buildings and spaces that work, putting the end user central in their decision making. What wasn’t been captured was the design credibility within their work, beautiful and inspiring as well as practical.</p>
<p>We evolved their logotype to a simple yet elegant sans and replaced their existing corporate palette with a more expressive, natural one designed to work alongside their stunning project photography.  We also introduced a serif to their brand toolkit to better reflect their mix of modern and heritage projects in their portfolio.</p>
<p>The brief for the website itself was to give them a flexible showcase for their work and a home to celebrate their amazing team. Another key consideration was making sure that all their expertise; architecture, interiors and master planning be given equal billing within the site architecture.</p>
<p>Hindered by the design of their old site they weren’t able to have the level of desired flexibility within their project pages. We developed a component based approach that allowed them to focus on the unique aspects of each job and create a page perfectly tailored to its story whatever the discipline. We also developed a detailed filtering system allowing them to share specific expertise within individual sectors with clients.</p>
<p>Perhaps the most important update was making the website into a much more human experience, celebrating their team and company culture through imagery and a more engaging news and insights area.</p>
<p>The end result is a site that captures who 3DReid are and what they stand for and with new users up by 32% and average time spent on the site up by 70% it’s definitely making an impact!</p>
<p>Take a look at the <a href="https://www.3dreid.com/" target="_blank" rel="noopener">new 3DReid Website</a>.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3234 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2023/07/3dreid-filter-gif.gif" alt="New look &amp; digital platform for 3DReid | Journal | Steve Edge Design" width="800" height="512" /></p>


New look & digital platform for 3DReid

<h2>We recently had the opportunity to work on an amazing project with our chosen charity, Blue Marine.</h2>
<p>The team at Blue Marine do an incredible job protecting our oceans and are always finding new ways to raise money and awareness for the cause. The Blue Marine auction is always a major event and brings together some of the most influential people in the world to raise money and discuss the challenges ahead. This year the charity partnered with the iconic Moke brand to deliver a show stopping auction item and we were only too happy to help.</p>
<blockquote><p>Having the opportunity to work on the Moke was a dream come true. I can think of few vehicles that possess the same character and spirit as the Moke. Whether it’s Bond on the Riviera or Bardot in St Tropez it’s iconic form, is for me, ever associated with fun and glamour so forget your Bentley’s the electric Moke is the new benchmark for luxury.</p></blockquote>
<p>Steve Edge &#8211; Founder &amp; Creative Director</p>
<p>The brief was to work with the team at Moke and create a unique Blue Marine edition of the iconic vehicle. We set to work looking at all the key finishes and created a coral inspired motif overlayed on the rich blue of the brand. We paired this with tan leather seats and teak wooden finishes to capture the nautical theme. We also commissioned a hand crafted wooden surf board to go with the vehicle again using the coral motif.</p>
<p>All in all the event was a huge success with £1.4m pledged to save our oceans, from the annual London to Monaco bike ride and the auction itself.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3255 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2022/11/steve-edge-design-Moke-auction-image2.jpg" alt="Moke auction for Blue Marine | Journal | Steve Edge Design" width="800" height="533" /></p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3253 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2022/11/steve-edge-design-Moke-auction-image3.jpg" alt="Moke auction for Blue Marine | Journal | Steve Edge Design" width="800" height="1200" /></p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3252 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2022/11/steve-edge-design-Moke-auction-image1.jpg" alt="Moke auction for Blue Marine | Journal | Steve Edge Design" width="800" height="1200" /></p>


Moke auction for Blue Marine

<h2>Like many companies we’re really thinking about how we can reduce our impact on the environment, both through our actions and our work.</h2>
<p>One key area that has a lot of focus on it at the moment is digital. The carbon footprint of our gadgets, the internet and the systems supporting them account for about 3.7% of global greenhouse emissions which is similar to the amount produced by the airline industry globally. Websites may only be one part of that equation but they are an opportunity to make a difference.</p>
<h3>So what can we do to reduce our digital carbon footprint?</h3>
<p>When it comes to websites it’s all about optimisation, making your site lighter weight. As a starting point there are a few key opportunities that most sites could benefit from:</p>
<ul>
<li>Optimising code, imagery and video content making sure that they’re all as efficient as possible.</li>
<li>Using less heavy content above the fold such as video, keeping it code based helps with speed.</li>
<li>Using a modular approach to web builds helps avoid unnecessary code and functionality. We’ve developed a system using modular components over the past few years which keeps file sizes to a minimum and massively improves load speeds and saves energy.</li>
<li>Following web standards improves performance and ensures that your digital products and services will accurately display across the widest range of devices and platforms. In turn, this supports a better user experience and expands access to your content.</li>
<li>Write reusable code. The teams carbon footprint starts with writing reusable code, in the same project through components, buttons and stylesheets, this might not fit for every project, but it does result in lower carbon emissions.</li>
<li>Staying up to date. This includes keeping software up-to-date, which helps identify potential vulnerabilities as a product or service evolves, and creating processes to maintain these practices over time.</li>
<li>Carbon neutral hosting companies is another way to help your overall impact.</li>
</ul>
<p>Ultimately when it comes to building the greenest websites it comes down to minimising heavier content such as video and animated gifs but as we all know these can often be crucial tools in communicating our brand stories and creating engaging brand touchpoints. In the right context this can also be an opportunity though, it forces us to look at other ways to create impact, bold messaging and striking visual identities can help your website really stand out from the competition and deliver a powerful brand experience.</p>
<p>If you’re interested in seeing how you can deliver a greener digital experience then contact us at <a href="mailto:hello@steve.edge.com">hello@steve.edge.com</a> and we can discuss the different opportunities available.</p>


Greener Digital

<h2>We were approached by Yeats to help create a new brand and website. With a wealth of experience in the construction industry, Yeats connects investors with real estate opportunities in desirable locations, specialising in maximising return and creating best in class developments.</h2>
<p>From the start investors were at the centre of our thinking. We needed to give them a sense of stability and knowledge, but also to capture the dynamic energy of the dedicated Yeats team. We crafted the line ‘Unlocking Land, Realising Potential’ to help showcase the skills the team bring to bear on all their projects.</p>
<p>We designed a future-focused visual identity, pairing dynamic lines with a fresh green and white palette. We brought a more human focus to the brands imagery to help reflect the close-knit team and the value they place on relationships.</p>
<p>The website needed to showcase their wide-ranging portfolio which ranges from high end residential to luxury hotels and tech-ready business parks but it also needed to be built in such a way that would allow them to get the information they needed in a quick and comfortable way. We designed the site to give an engaging, easy to use record of past and present jobs as well as showing future pipeline.</p>
<div style="width: 1280px;" class="wp-video">
<video class="wp-video-shortcode" id="video-2593-1" width="1280" height="726" loop="1" autoplay="1" preload="metadata" controls="controls"><source type="video/mp4" src="https://cms-live.steve-edge.com/wp-content/uploads/2022/07/yeats-website-web.mp4?_=1" /><a href="https://cms-live.steve-edge.com/wp-content/uploads/2022/07/yeats-website-web.mp4">https://cms-live.steve-edge.com/wp-content/uploads/2022/07/yeats-website-web.mp4</a></video></div>
<p>We bought the visual identity to life by creating simple animations and interactions and implementing them across the website. This helped to bring energy and dynamism to the site and capture the future focus of the brand.</p>
<blockquote><p>We have really enjoyed working with the team at Steve Edge Design. The brand and web process was very collaborative and we felt supported throughout each stage. We are very proud of our new brand and internally its helped reenergise the team.</p></blockquote>
<h5>John O&#8217;Neill, Managing Director</h5>
<p>We are really pleased with the results. Take a look at the brand-new Yeats site <a href="https://yeats.com/" target="_blank" rel="noopener">yeats.com</a> or see our <a href="https://www.steve-edge.com/work/yeats/">Yeats portfolio update</a>.</p>

A new brand & website for Yeats

<h2>What is a company? It’s a question we’ve all had to ask ourselves recently. And there’s no straightforward answer. Gone are the days when a company was a place of work, a set of four walls, a physical space that brought a business and its people together, giving them a collective identity, a sense of belonging.</h2>
<p>In fact, recent studies have found that almost 60% of people would prefer to spend more time working from home than in the office, and most new job applicants say the option of flexible and remote working is more important than the salary. And despite the governmental push for a return to office-based working, this widespread demand for flexibility isn’t set to change any time soon.</p>
<p>So, as we spend more time apart, what is it that brings us together? What is it that makes us a company at all?</p>
<p>For many of us, this is a brand-new challenge, one that requires us to take a step back and reassess some of our most basic beliefs and assumptions about working life. But here at SED, we like to think we’ve got a bit of a head start, not least because Steve has long been pushing the boundaries of what a company can and should be.</p>
<h3>Let’s rewind a few years…</h3>
<p>Back in the late ‘70s and early ‘80s, before he founded the agency we are today, Steve worked a variety of jobs spanning a whole host of weird and wonderful workplaces, from film studios to racing stables. This exposure to different workplaces meant he never saw a company as a group of people in an office. For him, a company was a team with a shared vision, a common goal, whether that goal was a win on race day or a wrap on a film. And this mindset held strong when he set up his own creative agency in 1985.</p>
<p>Back then, brand and advertising agencies tended to operate from plush offices in Soho or the West End. But Steve saw no reason to follow suit. He set up in Shoreditch, which – this being the late ‘80s – was largely made up of empty warehouses and artists’ studios. It was rough around the edges, but it was a neighbourhood bursting with creativity, and because the company goal was to deliver creative, compelling brands and campaigns for clients, Shoreditch was the perfect place for Steve Edge Design to call home.</p>
<p>Of course, the choice to base in Shoreditch was highly unconventional at the time, but Steve was never one for convention. A few years later, when our head web developer decided to move out of London to start a family in his hometown of Wolverhampton, Steve saw this as no reason for him to leave the company. Why part ways just because we can’t be in the same physical space every day? A company is more than a set of four walls. It’s a set of beliefs, a shared vision. This philosophy, and a commitment to the virtues of remote working, was part of the company ethos long before the pandemic came along.</p>
<h3>Four walls, reframed.</h3>
<p>But this isn’t to say the office or studio is redundant. Far from it. It’s just that we need to reframe the role the physical workspace plays in our companies. Instead of setting compulsory office days just because working from the office is what we know, let’s ask ourselves: what purpose does the office serve? What benefit does it bring?</p>
<p>For us at SED, we’ve found real value in sharing a physical space at the beginning of the week, a space where we can discuss briefs, map out the week ahead, tell stories, share points of inspiration, collaborate on early ideas. And that’s the beauty of our studio. It gives us that physical, collaborative environment that offers a real benefit at the beginning of the week. Then as the week progresses, the focus naturally shifts to individual tasks and projects. And that’s when a personal workspace becomes much more beneficial. It allows each of us to engage in our own creative process, on our own schedules, without the distractions of a shared office.</p>
<p>This system won’t work for all companies, of course. But the important thing is to identify the benefits a shared workspace brings to your company, and use the office not just because it’s there, but because it brings real value to your business and its people.</p>
<h3>Good for business. Good for the planet.</h3>
<p>As we all know, what’s best for business isn’t always what’s best for the planet. But as we start to redefine what a company is, we begin to see that what works for companies can actively contribute to the health of our planet. Put simply, if a company is no longer identified with a place of work, but rather with a shared set of values and ambitions, this means employees are no longer obliged to be at the office every day. They can work from their living rooms, bedrooms, home offices or local coffee shops. This means less commuting, which means less CO2 emissions, which means a company’s carbon footprint is reduced dramatically. And when every company starts thinking this way, that’s a monumental win for the planet.</p>
<blockquote><p>“Once we rid ourselves of the idea that our company is our place of work, we end up putting in a big shift for the planet as well.”</p></blockquote>
<p>And there are other, perhaps more unexpected, benefits too. One of our designers recently relocated to Madrid, and as a result, we’ve had an influx of new clients, connections, and opportunities in the Spanish capital. The way we see it, these unexpected opportunities and happy accidents are part of what happens when you dare to drop the old ideas about what a company should be. We’re not saying this is easy. Moving away from the Monday-to-Friday office model of working is challenging. It requires trust – trust that we’re all pulling in the same direction, even though we’re miles apart, often in different time zones. But when we put faith in each other and build our companies around a culture of mutual trust and understanding, opportunities pop up where you least expect them.</p>
<h3>Where next?</h3>
<p>As our concept of what a company is continues to morph and change, we must be careful not to forget some of the more subtle benefits of a shared workspace. As branders, we know how powerful the branded environment can be. An office or studio embodies the values of a company, from the choice of furniture to the style of lighting to the art on the walls. It unites people, acting as a constant reminder of what they as a company believe in and the common goal they’re working towards.</p>
<p>So, how do we retain this sense of togetherness, this common goal, this shared vision, when we’re not sharing the same space every day?</p>
<p>It seems natural to start by thinking about the channels of communication we use when we’re not together. In lieu of face-to-face conversations and meetings, which play out in the office environment, we now use video calls and chat functions on the likes of Microsoft Teams and Zoom. Can these new communication channels embody a company brand in the way that a well-designed office, studio, or physical workspace can? And if so, how?</p>
<p>We certainly don’t have all the answers, but to get the ball rolling, let’s say each company has its own Microsoft Teams interface, a digital environment which can be personalised to accommodate their company brand, from their colour palette and logo to their tone of voice. This would go some way to recreating the power of the branded environment online, helping to keep a company made up of different people in different workspaces in different parts of the world united behind one shared identity. It’s the spirit of a physical workspace, brought online.</p>
<p>What do you say, Microsoft?</p>
<p>&#8211;</p>
<p>The question of what it means to be a company has never been an easy one to answer. And for many of us, our answers have probably changed over the course of the last two years. But what we’ve all learned is that a company is so much more than a set of four walls. It’s about people coming together behind a shared set of values and a common vision, no matter where and when they’re working.</p>
<p>Our challenge now is to make sure those values and that vision remain clear and true as the office environment becomes less integral to working life. It’s up to us all to find solutions that keep us united as a company as we spend more and more time apart.</p>


The Corporate Home: Re-Defining a Company

<h2>Every March, property developers, investors, hoteliers, service providers, branders, and anyone who’s anyone in the property industry, flock over to Cannes for the international real estate exhibition, MIPIM. And if you’ve been in recent years, you’ve probably spotted, spoken to, or at the very least heard Steve at some point during the week.</h2>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3325 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2022/03/steve-edge-design-steves-dippin-mipim.jpg" alt="Steve’s Dippin’ MIPIM | Journal | Steve Edge Design" width="800" height="450" /></p>
<p>Unfortunately, however, this year is different. It’s with a heavy heart that Steve is having to dip out on MIPIM 2022. He’s recently heard reports that a new colour, a shade we never knew existed, has been discovered in the mountains of Equatorial Guinea on the west coast of Africa. Rumour has it that this colour only appears in very specific light conditions. And right now, the conditions are perfect. There was, of course, no other option: Steve had to go.</p>
<p>But fear not, MIPIM-goers. When Steve returns later this month, with a whole new colour to his palette, he’ll be making up for lost time by hosting his very own DIPIN, right here in London. He’ll be hosting breakfasts, lunches, drinks, dinners – connecting with industry friends old and new to discuss upcoming projects, flesh out ideas, or simply catch up on news.</p>
<p>It will be about exchanging thoughts, discussing the challenges and opportunities facing the property industry in the coming years, from the need to put sustainability at the heart of every project, to the ever-changing face of city living. And most importantly, it will be a chance to unpack the role your brand can play in all of this, to discuss how your visual identity, your tone of voice and your digital presence can help you overcome these challenges and take advantage of these opportunities.</p>
<p>To book in a session with Steve, get in touch via email at <a href="mailto:angel@steve-edge.com">angel@steve-edge.com</a>.</p>


Steve’s Dippin’ MIPIM

<h2>In one of our most exciting projects to date, we are delighted to reveal our work with award-winning design agency, L’Atelier Five.</h2>
<p>L’Atelier Five are a creative studio and retail design agency based in London and Dubai. They design, build and deliver bespoke retail experiences for luxury brands, including Alexander McQueen, Chanel, Cartier, Dior and Piaget.</p>
<p>With customer experience at the heart of everything they do, L’Atelier Five are passionate about twisting ordinary commercial spaces into memorable, exciting and creative brand activations that push the limit.</p>
<p>At Steve Edge Design, we are also enthusiastic about developing unique brand identities which are stunning yet unforgettable, so it was a true honour to be asked to help with a rebrand and website redesign for L’Atelier Five.</p>
<p>In order to celebrate the creativity and unforgettable identity of the agency, we developed a brand formula which was memorable and effectively reflected the magic that the company is able to bring to any space. This was supported by a striking, yet playful colour palette which had been specifically selected to convey luxury and make an impact amongst an array of prestigious clients.</p>
<p>To coincide with the rebrand, we also strengthened L’Atelier Five’s online presence with a new website. The company wanted a high-impact website which was able to showcase their expertise, celebrate an extensive portfolio of work and promote the company to a global market.</p>
<p>Reflecting their international bespoke retail experiences, we designed the site to exhibit media-rich content and best present their visually beautiful yet complex portfolio of work. By using an array of video and imagery, the site clearly displays the expertise and unrivalled creative style that makes L’Atelier Five so unique.</p>
<h3>Key Performance Indicators</h3>
<p>And the stats back up our work. Within a three-month period since the new site has launched:</p>
<p><strong>Pageviews is up by 330%</strong><br />
<strong>Bounce rate is down by 34%</strong><br />
<strong>Avg. session duration has increased from 01:13 to 02:24 (up by 87%)</strong><br />
<strong>Organic search has risen by 93%</strong></p>
<p>As a lover of fashion himself, our Founder and Creative Director, Steve Edge was thrilled to work alongside L’Atelier Five as part of the rebrand. Steve said: “L’Atelier Five is definitely one of the most creative companies that I have ever worked with.</p>
<blockquote><p>&#8220;They have a great reputation for putting an extraordinary stamp on everything they touch and are passionate about delivering a beautiful design, just like everything we stand for here at Steve Edge Design.&#8221;</p></blockquote>
<p>To see the brand in action, <a href="https://latelierfive.com/" target="_blank" rel="noopener">visit the L’Atelier Five new site</a>.</p>
<p>Want to find out more about how we can take your brand to the next level? Contact us at <a href="mailto:hello@steve.edge.com">hello@steve.edge.com</a></p>


A Creative Rebrand For L’Atelier Five

<h2>For those of you that know Steve, you’ll know that he has spoken extensively about his experiences with dyslexia and creativity. Dyslexia has always been Steve’s biggest advantage; it’s helped to shape his career and inspired a clear communicative approach for businesses who have worked with Steve Edge Design to develop their branding.</h2>
<p>To fly the flag for dyslexia awareness, Steve’s portrait featured as part of the Dyslexia: Beautiful Minds exhibition from the Inside Out Project. The art project aimed to change the negative connotation associated with the word dyslexia and champion its recognition as a hyperability, rather than a disability.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3331 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2021/08/news-steve-edge-design-dyslexia-article.jpeg" alt="Steve flies the flag for dyslexia awareness | Journal | Steve Edge Design" width="800" height="450" /></p>
<p>The exhibition showcased some of the most influential visionaries and dyslexic thinkers in history, alongside everyday people. It celebrated the community through a display of 138 portraits of dyslexics who have been successful across a range of industries, including art, design, science, and sport. It also intended to recognise the strengths that come with being dyslexic, like heightened creative skills, alternative problem solving and the ability to see things in three dimensions.</p>
<p>Created by the artist JR, the Inside Out Project platform gives communities the opportunity to turn their untold stories into a public work of art and spark global change locally. The project has reached people around the world and has created over 2,000 actions around a variety of topics, such as feminism, diversity, racism, education, children’s rights, and climate change.</p>
<p>It is estimated that 1 in 10 people in the UK has some degree of dyslexia, but unlike a learning disability, intelligence isn’t affected. Dyslexia is often seen as a unique way of thinking as it changes the way millions of people read and understand information.</p>
<p>To continue to show his support for the cause, Steve has also announced that 20% of the profits from products purchased on the Steve Edge Shop will be donated to a dyslexic charity of his choice. To view the range of products available on the site, <a href="http://www.steve-edgeshop.com/" target="_blank" rel="noopener">visit our shop</a>.</p>
<p>For more information about the exhibition, people can <a href="https://www.insideoutproject.net/en/explore/group-action/dyslexia-beautiful-minds" target="_blank" rel="noopener">visit the project here.</a></p>


Steve Flies The Flag For Dyslexia Awareness

<h2>Up until March 2020, a business meeting would usually involve travelling to an office somewhere in the city centre, signing in at the reception desk, passing through the entrance foyer, taking the lift up a floor or two, identifying the correct room, unpacking your notebook and pen, pouring yourself a glass of water, and waiting for proceedings to begin.</h2>
<p>You might not notice it at the time, but throughout this whole process, you’re getting a sense of who and what that business is. Whether it’s the art adorning the walls of the entrance foyer, the logo on the pen you use at reception, the style of chair you’re sitting in, even the type of glass you pour your water into – these things aren’t there by chance. They’re all telling you something about that business and the image it wants to project to the world.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3334 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2021/08/keeping-your-brand-coherent-in-the-world-of-hybrid-working-banner.jpg" alt="Keeping Your Brand Coherent In The World Of Hybrid Working | Journal | Steve Edge Design" width="1200" height="622" /></p>
<p>In fact, before anyone in the meeting room has even opened their mouth, you’ve already formed a strong idea about the business and its people. The things they stand for. How they conduct themselves. The standards they set.</p>
<p>Now, since March 2020, this hasn’t happened. At least not in the same way. Meetings have been conducted online – from home offices, kitchens, living rooms, bedrooms and gardens. And when you attend a meeting, you don’t sign in with a branded pen and drink sparkling water from cut crystal glassware. You open an email invite, try to make your bookshelf look appealing, and drink lukewarm tea from a chipped mug, much like everyone else on the video call.</p>
<p>This means you, as an attendee, don’t get the same multisensory brand experience you would have had by visiting that company’s office. And that company, in losing the use of its office space, also loses a key channel through which it can communicate its brand to potential partners, prospective employees, new clients and anybody else who would usually visit their office for a meeting. In short, the shift to home working means businesses lose the branded environment and all the benefits that come with it.</p>
<p>This isn’t to say that home working is a bad thing. Far from it. Pandemic aside, home working creates flexibility, boosts productivity, saves people time and money, improves work-life balance, reduces carbon emissions, the list goes on. But it also presents businesses with a new challenge. Specifically, without the power of the branded environment, it becomes much harder for companies to give new clients, partners and employees an immediate, coherent sense of who they are, what they do and everything they stand for. Presenting to a new client is tricky at the best of times, never mind throwing into the mix unpredictable Wi-Fi, kids shouting in the room next door, and the plumber popping his head in to say he’s done for the day.</p>
<h3>So, with Covid sticking around for the foreseeable, how should businesses look to reconcile the benefits of home working with the problems that arise from the lack of a coherent branded environment?</h3>
<p>We’re already well on our way to a solution with hybrid working, a model that enables employees to work from home on certain days and travel into the office on others. In an ideal world, this means that important meetings can be held in the office, giving attendees the full multisensory experience that the branded environment affords, while on other days employees can enjoy the flexibility and autonomy that comes with home working.</p>
<p>Of course, the extent to which this is possible will depend on the nature of the business. Some companies will require employees to commit to three or four days in the office each week; others will require only one or two days. It’s up to each business to consider what works for them and their employees, and to create a hybrid model of working that’s tailored to their business and their business alone.</p>
<p>However, hybrid working doesn’t fully address the problem of brand coherence. To be sure, a brand isn’t just a surface image in place to impress clients and outsiders. It runs deeper than that. A brand is a set of values and principles that is lived and breathed throughout an organisation. And a key way in which these values and principles are communicated and reinforced is through the branded environment – through the design, décor and layout of the collective workspace.</p>
<p>Herein lies the problem. As employees use this collective workspace less often, opting instead to work from their dining room tables or the comfort of their sofas, the power of the branded environment starts to dwindle. So as the move to hybrid working picks up speed, businesses must look for new ways to communicate and reinforce their brand values and principles among employees, ways that don’t rely on the office as branded environment.</p>
<p>Here at SED, we’re on the case. Our Outer Thinking Division looks to find solutions to problems facing brands and businesses in the near and distant future. From colour theory to font psychology, social influence theories to the relationship between the working environment and productivity, we’re exploring new ways to bridge the divide between the work office and the home office, helping businesses to keep their brands clear and coherent as we all take tentative steps into the world of hybrid working.</p>
<p>Watch this space.</p>
<p>Steve Edge<br />
Creative Director &amp; Founder</p>
<p>To chat to us about your brand, give us a call or drop us an email at <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>


Keeping Your Brand Coherent In The World Of Hybrid Working

<h2>In one of the largest digital projects to date, we recently worked with Cast, a brand we created six years ago, to relaunch their website and revise some of their key branding. The company has experienced tremendous growth and our team at SED were brought on board to help reflect this, along with Cast’s goals for the future, via fresh branding, modern app-integrated designs and new messaging to elevate their platform.</h2>
<p>Cast consultancy is comprised of a leading group of expert consultants who are driving positive change within the UK construction sector. Through their unrivalled knowledge and industry contacts, they are effectively raising awareness across the supply and manufacturing chain in line with the government vision of creating quality Net Zero homes throughout the UK by 2030, whilst also sustaining employment within the construction sector.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3337 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2021/07/news-cast-branding-website-design.jpeg" alt="Evolving the brand and capturing the purpose for Cast | Journal | Steve Edge Design" width="800" height="450" /></p>
<p>Their work is truly ground-breaking and is inciting positive change, which is why we are pleased and excited to work with Cast again to communicate their business on a larger scale.</p>
<p>Essentially, we set out to make their work accessible to everyone and to assert their prominent position and extensive knowledge in the construction sector through a flexible, dynamic toolkit that could work across all their brand touch points — both off and online.</p>
<p>We wanted to build a platform that was easy for Cast to represent themselves as market leaders in unique insights who also enable clients to deliver better results across the construction sector.</p>
<blockquote><p><span style="background-color: var(--global--color-background); color: var(--global--color-primary); font-family: var(--global--font-secondary); font-size: var(--global--font-size-base);">“We focused on making the site memorable, insightful and interactive. Using Cast’s industry knowledge &amp; data analysis in a playful way makes people want to find out more, view more pages and get more analysis…”</span></p></blockquote>
<p>David Freshwater – Digital Director</p>
<p>To really engage with their audience, we integrated a more mixed media approach, such as data visualisation through pie charts and graphs, podcasts, and a mixed use of video interviews, infographics and short, professionally commissioned hero clips. All of which have been made easily accessible to the Cast team through their CMS where they are able to create, update and refresh their content with ease.</p>
<p>And the stats back up our work. Since launching the new site:</p>
<p><strong>Key Performance Indicators</strong></p>
<div class="shortcode-box clearfix">
<div class="shortcode-box clearfix"><strong>Bounce rate is down by over 12%</strong><br />
<strong>Page views are up by over 200%</strong><br />
<strong>Average session duration is up from 01:09 to 03:39 minutes</strong></div>
</div>
<p>Cast’s website also needed to showcase their key industry tools – the government-backed app PRiSM 2.0, the PMV Estimator, and the MMC Definition Framework. To facilitate this, we built micro sites that promoted each tool with key calls to action for each, and the flexibility of our component-based CMS allows Cast to update and build on these areas, so each microsite can grow as the tools grow.</p>
<p>This projected growth also reflects in the team and career prospects at Cast. As leaders in the industry with a broadening client base, it’s imperative that Cast recruit the best talent who share the same vision for the future of construction and who can bring valuable skills to their existing team. Which is why we designed engaging company culture pages that capture the essence of what it means to work for a visionary company such as Cast, including people case studies, development opportunities, and dedicated spaces for people to learn about the company values and their initiatives. We believe these areas will be highly influential in recruiting future thought leaders for the business who will continue to evolve the industry.</p>
<p>Finally, to coincide with Cast’s new web launch, we updated some of their key branding, starting with their marque. We modernised the typeface and repositioned Cast’s iconic Harris Hawk (a design we created with Cast six years ago when we first worked with them on their brand) to sit at the front of their logo — symbolising a business that is always looking to the future. In addition to this, we updated their typography and colour palette, giving them a more modern, adaptable solution and we created a graphic language inspired and informed by the iconic Harris Hawk.</p>
<p>From web design to typography and logo revision, every aspect of Cast’s touchpoints have been designed with a great amount of thought by our team at SED. We’re proud to be a part of this stage in their journey and to officially launch their new website and branding.</p>
<p>Interested to see Cast’s new launch? Check out their site <a href="https://www.cast-consultancy.com/" target="_blank" rel="noopener">www.cast-consultancy.com</a>.</p>
<p>To chat to us about your brand or digital output, give us a call or drop us an email at <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>


Evolving the brand and capturing the purpose for Cast

<div class="right-padding_align five-col news-content">
<h2>Pure, ornate and as old as time, it’s no secret that gold carries a rich and alluring past like no other precious metal on earth. From decorative artefacts to solid currency, it’s caused the rise and fall of economies and has even served as an offering to the gods across nations.</h2>
<h3>So how did our relationship with gold begin?</h3>
<p>It’s impossible to know when the fascination started, but archaeologists and historians have filled books and museums with stories of triumph, greed and power driven by this precious metal that underpins its status.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3340 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2021/05/news-why-branding-loves-gold.jpeg" alt="Why branding loves gold | Journal | Steve Edge Design" width="800" height="795" /></p>
<p>&nbsp;</p>
<p>Since then, gold has passed through centuries of history into our hands, often subliminally, including the representation of the colour gold, rather than physical gold itself. Think less of the obvious — jewellery and precious tableware, for example. What other representations of gold can you see around you? Perhaps a foil champagne capsule, or a silk stitched logo from your favourite clothing label.</p>
<p>If not in physical, precious-metal form, gold has seeped into our everyday lives in the form of branding. Some of the world’s most established businesses understand the allure of gold, harnessing its power to reach their key audience. It’s no coincidence that Cadbury’s, Lamborghini, and Harrods (to name a few) have used gold as an accent in their logos, etching it into our memories for as long as we can remember.</p>
<p>We at S.E.D are also partial to gold in our own branding. Visitors can’t miss the large gold, foil letters spelling out EDGE on our window, and our company founder Steve Edge is seldom seen without his gold embossed business cards. It’s been a conversation starter and the catalyst of good business relationships, as all business cards should be.</p>
<h3>So, what exactly is the psychology behind our attraction to gold in branding?</h3>
<p>Visually, gold brings a sense of warmth and aligns with mood-boosting colours yellow and orange on a colour wheel. By its very nature, gold culturally resembles wealth, prestige and luxury and carries the same connotations when used as a colour in branding. Its dominant place in history also translates into branding as a sign of strength and heritage, allowing those who interact with a brand to feel a sense of trust.</p>
<p>Yet the application of gold in branding isn’t so simple. It requires a level of finesse and craftmanship in order to know how to bring warmth and dimension to its form. Do you use embossing or hot foil stamping? What font is best? And on what surface? The wrong formulation of colour or texture can prove garish, too yellow or brown. Understanding how to bring its quality and dimensions to life is key to reaping the benefits of its global, visual appeal.</p>
<p>Either way, the evidence of how powerful gold can be in branding is undeniable and it can be seen all around us, from what we eat and drink, to the services we seek and the cars we drive. Its influence is immeasurable and, as our appetite for luxury and established products and services strengthens, is only set to grow.</p>
<p>–</p>
<p>To chat to us or find out more about our branding agency services, give us a call or drop us an email at <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>
</div>


Why Branding Loves Gold

<h2>Anyone who knows Steve will know he’s no stranger to a well-made suit. And well-made suits rarely come straight off the shelf. They’re the product of meetings and conversations between tailor and client. What’s the occasion? Summer or winter? Which type of fabric? What sort of cut? There’s consultations and measuring sessions, feedback and amends. The tailored suit doesn’t come ready-made. It’s the product of a collaborative process, a shared journey.</h2>
<h3>Where are we going with all this?</h3>
<p>Well, the way we see it, getting a new brand should be like having a new suit fitted. The process should start with you, the client. Who you are, where you’re headed, your goals, needs, tastes and preferences. Then it’s about building a brand from the ground up, a brand built around you. No tailor worth their salt would present a client with a choice of two or three ready-made suits. And the same goes for branders. A good brand is meticulously designed to fit you, and you alone.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3344 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2021/04/news-suited-booted-made-to-measure-branding.jpeg" alt="Suited &amp; Booted: Made-to-Measure Branding | Journal | Steve Edge Design" width="800" height="1067" /></p>
<p>That’s why we work with you from the off. We get to know what you stand for, what you’re against, what you like, what you don’t. And this spirit of conversation and collaboration continues through every stage of the journey. We don’t work in isolation. We share moodboards and listen to feedback, pose questions and challenge answers.</p>
<p>Make no mistake – this is far from design by committee. This is about us bringing you into the process, because the process is about you as a brand. As Steve says, you have to wear it. You have to be confident in your brand, feel comfortable in it, take pride in it. With brands, like suits, there’s no use in wearing an ill-fitting one, however good it might look on someone else.</p>
<p>So the end result is a brand that’s tailored to you, a true reflection of who you are and what you believe in. And the journey doesn’t always end there. If, in a few years, you find your team has grown, your business has gone up a size or two, or you just need a few adjustments here and there, we’re always on hand to help.</p>
<p>–</p>
<p>To chat to us about your brand, give us a call or drop us an email at <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>


Suited & Booted: Made-to-Measure Branding

<h2>How can we best showcase the work of an award-winning architecture practice?</h2>
<p>This was the challenge we set ourselves when Chris Dyson Architects came to us at the back end of 2020. With projects including a residential conversion of a Cotswolds gasworks, the new cafe at Crystal Palace Park, and a restoration of the Grade II listed buildings at Hyde Park Corner, CDA needed a new website that would celebrate their award-winning work.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3356 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2021/03/journal-chris-dyson-architects.gif" alt="A new look for Chris Dyson Architects | Journal | Steve Edge Design" width="800" height="800" /></p>
<p>So we put our (virtual) heads together, and got to work on a solution. When it came to the design, we knew we wanted to bring their photography to the fore. This meant creating a set of visual assets that complemented their beautiful project imagery. We started with colour. Although their core brand identity was already in place, we agreed to evolve their colour palette, drawing on warm, subtle, earthy colours to reflect the passion for materiality that runs throughout their work. From here, we created a new family of web typefaces inspired by their commitment to conservation and their exquisite attention to detail.</p>
<p>With colour, type and photography all coming together, we turned our hands to the web build. As always, speed was key. Web users typically drop off if a site takes more than two seconds to load. So to keep things speedy, we stripped back on coding, removing excess bulk and ensuring the high-res photography was never hampered by slow loading time.</p>
<blockquote><p><span style="background-color: var(--global--color-background); color: var(--global--color-primary); font-family: var(--global--font-secondary); font-size: var(--global--font-size-base);">“SED have produced a wonderful user friendly and dynamic new platform for our website. Simple to update and beautifully crafted digital architecture, I highly recommend the team to other companies and individuals, they are a pleasure to work with.”</span></p></blockquote>
<p>Chris Dyson – Founder</p>
<p>Once we’d optimised the user experience, it was important to make the website client friendly. This meant training the CDA team on how to use, navigate and update the Content Management System. We created a short, simple training manual and held a series of virtual classes that included step-by-step guidance on how to update projects and post news stories.</p>
<p>And when it came to the news stories, we wanted to make sure CDA weren’t limited to just the written word. With this in mind, we built extensive multimedia functionality into the site, accommodating podcasts, videos, stats, charts and more.</p>
<p>From design through to build, the resulting website is a showcase of everything Chris Dyson Architects stand for: simplicity, practicality and an enduring commitment to beautiful design.</p>
<p>–</p>
<p>Take a look around the new <a href="https://www.chrisdyson.co.uk/" target="_blank" rel="noopener noreferrer">Chris Dyson Architects</a> website.</p>
<p>Interested in improving your digital presence? Contact us at <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>


A new look for Chris Dyson Architects

<p><em><div class="iframe-container"><iframe loading="lazy" title="YouTube video player" src="https://www.youtube.com/embed/y7ETvPatjR4" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe></div></em></p>
<p>In memory of Rob Patterson, Steve’s amazingly talented friend we thought we’d share a wonderful journey we went on a couple of years ago. Working alongside the amazing team at Essential Living we set out to create a unique piece of art to capture the ethos of the brand. The end result was The Spirit of Living, a symbol of community, enjoying life and supporting one other.</p>


The Spirit Of Living

<h2>This year’s been hard, to say the least. There’s been untold uncertainty, not just for businesses, but for the future of the world as we know it.</h2>
<p>So as the days get shorter, the air gets crisper, and we near the end of what’s been a tough and turbulent 2020, the upcoming festive season is going to be, let’s say, slightly different this year. For many of us, it’ll be a smaller affair. Drinks with friends, office parties, and catch-ups with the extended family might have to move online, as might a lot of our Christmas shopping.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3386 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2020/11/journal-steve-christmas-guide-2020.gif" alt="A Steve Edge Guide to Christmas 2020 | Journal | Steve Edge Design" width="800" height="473" /></p>
<p>Though this will of course be upsetting and frustrating for some, it presents us all with a chance to reflect on why this time of year is so important to us, on what made it meaningful in the first place. We’re not talking about splashing out on endless gifts, food and decorations. We’re talking about the time Christmas affords us to pause and take stock, to reconnect with ourselves and the ones we love. And perhaps this year, of all years, is an opportunity to really recognise this.</p>
<p>One of the most enduring ways in which we connect with ourselves and those around us is through the act of creating. Whether it’s turning our hands to baking, designing our own decorations, or crafting our own crackers, perhaps this Christmas is the time not only to be buyers and consumers, but also to be makers and do-ers, designers and inventors.</p>
<p>And Steve’s on hand to help. In the lead up to Christmas, we’ll be sharing a series of weekly wisdom videos, in which Steve will teach you how to make stars to top your trees, baubles to hang from the branches, and crackers to pull around the dinner table. What’s more, you’ll probably have most of the materials lying around the house already (especially handy when many of us are keeping an eye on the purse strings!).</p>
<p>So let’s all get out the card, scissors, glitter and glue, and come together – virtually or in person – to make and create, to cut and paste, to get back to basics and really remind ourselves why this time of year means so much.</p>


A Steve Edge Guide to Christmas 2020

<h2>How do we create a student living brand with wellness at its core? This was the question we asked ourselves when Chicago-based company, CA Ventures, approached us with bold plans to inject a radically new voice into the UK’s student living market.</h2>
<p>The name of that new voice was Novel, and the vision was to create a student experience built in response to a key challenge within the industry. That challenge being: what more can student accommodation providers do to support the wellbeing of their residents?</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3397 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2020/10/journal-where-is-the-love.gif" alt="Where is the Love? Instilling Some Heart into Student Living | Journal | Steve Edge Design" width="800" height="473" /></p>
<p>It’s a challenge that’s been left largely unaddressed within the industry. Today’s students are burdened with more pressure to perform, fit in, and succeed than any previous generation. And current student accommodation isn’t helping. Developers tend to trumpet how their housing will help students excel and live up to expectations. But all too often, those same developers fall way short on levels of service, personal and academic support, and overall student wellbeing.</p>
<p>Before putting pen to paper, we gave some thought to that word. Wellbeing. It’s used almost everywhere, by almost everyone, from hotel chains to pet food brands. But what did it mean for us? And how could we get beyond the buzz of the word and create a brand that truly captured the Novel vision?</p>
<p>From early workshops with the CA Ventures team, it was clear that they weren’t simply ticking the wellbeing box. Drawing heavily on research and market insights, they were designing environments to remedy the emotional and physical stresses bound up in the process of moving away from home and starting life as a student.</p>
<p>Their buildings all employed biophilic design, which places heavy emphasis on plant life and natural light, helping to reduce stress and increase productivity in those using the spaces. Every Novel building also featured a dedicated gym and wellness studio, where students could sign up for meditation, yoga and a choice of group fitness classes. The result was a holistic programme of exercises for mind and body.</p>
<p>And this was just the start. They planned regular social events, provided on-site mental health support, and curated a varied programme of talks on topics including nutritional advice, public speaking and mindfulness – all tailored to the most common strains and stresses of student life.</p>
<p>We needed to build a brand that channelled all this. In a student living market which tends to prioritise vivid colours and heavy typefaces, we wanted to create something warmer, softer and subtler, something that captured the idea that Novel was built around love.</p>
<p>This idea took root, and we created a simple, elegant sans serif wordmark that revealed the word ‘love’ when web users hovered over the Novel logo. When it came to colours, we chose a soft, natural palette to reflect the natural light prevalent across their developments.</p>
<p>With the foundations laid, we set about building a web experience as supportive and welcoming as life at Novel.</p>
<p>Drawing on independent research and our existing experience in the international property and student living markets, we found that users tend to search for accommodation in three key ways: name of development, name of the university, and name of town or city. We also had to consider the fact that users might not always be the students themselves. It might just as often be their parents or guardians.</p>
<p>Given these findings, we built the homepage around a search tool which enabled users to search by property, university or location. The intelligent search function used the first three letters of the search to predict which of these three routes the user required.</p>
<p>In adapting to and predicting different search habits, the landing page created a highly personalised experience. Like the wider brand, it was important to go the extra mile to support students, creating a smooth, considered journey from first web enquiry to move-in day and beyond.</p>
<p>Like all UK student living brands, Novel needed to appeal to the international student market as well as the domestic one. And the website was key to this. We built a multi-language functionality into the Content Management System, futureproofing the site by ensuring new languages could be accommodated at any point.</p>
<p>The multilingual feature gave Chinese students easy access to all the information they required. But we went a step further, too. By applying the feature to the SEO strategy, we made sure European end users were always targeted in their own language, building inclusive, considered customer relationships right from the off.</p>
<p>From brand strategy to visual identity to web development, it was all about creating a thoughtful, supportive, personalised user experience, an experience that embodied the love, care and commitment to student wellbeing that sat at the heart of the Novel vision.</p>
<p>Please visit <a href="https://novelstudent.com/" target="_blank" rel="noopener noreferrer">Novel Student</a> and take a look around.</p>
<p>If you have any questions about branding or need our advice on your website, get in touch on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>. You can also click through to our service pages to discover more about our working with us.</p>


Where is the Love? Instilling Some Heart into Student Living

<h2>Picture the scene. Your new business is picking up speed. You’ve defined your strategy and business plan. You’ve secured initial investment. You’ve assembled your core team. Now comes the inevitable question: so what are we called?</h2>
<p>Sometimes it comes naturally. You come up with a name that’s unique and memorable, a name that everyone’s agreed on, and you’re able to land the URL without breaking the bank. That’s the ideal scenario. But in reality, the naming process isn’t quite so simple. More often than not, individual stakeholders will have contrasting ideas as to what the name should be. And even if you find a perfect name that pleases everyone, it’s more than likely that another company has already gained full copyright and secured the .com URL.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3406 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2020/09/journal-make-a-name.gif" alt="Words Have Meaning, Names Have Power: The Importance of a Strong Brand Name | Journal | Steve Edge Design" width="800" height="473" /></p>
<p>What we’re saying is: naming is hard. It’s particularly hard because names are so important. They can’t be rushed or dashed off. Like family names, a company name should be something to take pride in. It should be something that employees can identify with and rally behind, something that unites each and every person across the business.</p>
<blockquote><p>“The naming of cats is a difficult matter” &#8211; T.S. Eliot</p></blockquote>
<p>We’ve spent decades naming companies across all sectors, and it’s taught us how tricky the process can be, which is why when we do land on a unique, meaningful, own-able name, it’s all the more rewarding.</p>
<p>A few years back we were tasked with naming a new construction consultancy which emerged after the absorption of EC Harris into a larger firm. We met with the team, and through a series of workshops it became clear that their USP was their ability to focus on the minutiae of a project without ever losing sight of the bigger picture, the wider vision. We landed on the analogy of a hawk, and further research led us to a hawk that many consider to be the most intelligent, the only hawk to hunt in a pack. And this was where luck played a hand. Its name was the Harris hawk. We soon found that a pack of hawks is called a cast. And with that, Cast was born. As a name, it’s short, evocative and ownable, all while offering a fitting link to the company’s origins.</p>
<p>It can be easy for businesses to overthink their names. For example, when dispute resolution experts Hill and Knowles merged with seven other smaller firms, they came to us for a name that would bring together their new offering. They’d come up with a number of options, but nothing was quite working. After trying a few different routes and ideas, we ended up simplifying the organisation down to Hill, Knowles &amp; Associates, which soon became HKA. We secured the hka.com URL, protected the name, and created a strong platform for the new consultancy to launch as a united front the world over. It goes to show that it’s often the case that the solution is right under your nose. As Steve says, common sense isn’t always so common.</p>
<p>On the other hand, naming might sometimes demand something more abstract and evocative – a single word or sentiment that captures the spirit of the business. This was the case when Lead Management came calling. Already an established project management company, they were looking to shake things up in the sector. Ambitious and inventive, they needed a name that would channel these traits. And the name Opera did just that. Evoking creativity, expertise and togetherness, it brought something vastly different to the industry, immediately setting them apart from their competitors.</p>
<p>Alongside businesses, we’ve named buildings, boats, elite bicycles and more. When we were approached to brand a new building overlooking Hackney Downs, we knew we needed to take the spirit of the Downs and channel it into the name and the brand as a whole. The initial challenge was to unite the multiple stakeholders behind a single name. After a couple of workshops, we hired a tree mapper to dig deeper into the specific forms of plant life on Hackney Downs. What surprised us was the pure variety of flora and fauna, and this variety was what ultimately led us to the name, The Otto. Persian in origin, ‘otto’ means ‘the fragrance and essential oils derived from plants.’ We loved the sentiment and used the graphic form of the word to reflect the building’s two towers, creating a name that celebrated the beauty of the Downs and united all those invested in the project.</p>
<p>Now more than ever, an ownable, memorable brand name is paramount to long-term success. The pandemic has meant that certain businesses are considering mergers, others are having to shift their offering slightly, and many are re-starting under a different guise. This marks a huge challenge for businesses, and the coming months will no doubt pose more challenges still. But with every challenge comes opportunity. For those businesses that have had to change and evolve because of the pandemic, there is an opportunity to build something new and exciting. And whatever shape your business takes over the coming months, it will need a strong, compelling name to lead you firmly into the next era.</p>
<p>If you have any questions about naming or need our advice, get in touch on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>. You can also click through to our page on branding strategy to discover more about our process.</p>


Words Have Meaning, Names Have Power: The Importance of a Strong Brand Name

<h2>Picture the scene. Your new business is picking up speed. You’ve defined your strategy and business plan. You’ve secured initial investment. You’ve assembled your core team. Now comes the inevitable question: so what are we called?</h2>
<p>Sometimes it comes naturally. You come up with a name that’s unique and memorable, a name that everyone’s agreed on, and you’re able to land the URL without breaking the bank. That’s the ideal scenario. But in reality, the naming process isn’t quite so simple. More often than not, individual stakeholders will have contrasting ideas as to what the name should be. And even if you find a perfect name that pleases everyone, it’s more than likely that another company has already gained full copyright and secured the .com URL.</p>
<p>What we’re saying is: naming is hard. It’s particularly hard because names are so important. They can’t be rushed or dashed off. Like family names, a company name should be something to take pride in. It should be something that employees can identify with and rally behind, something that unites each and every person across the business.</p>
<blockquote><p>“The naming of cats is a difficult matter” – T.S. Eliot</p></blockquote>
<p>We’ve spent decades naming companies across all sectors, and it’s taught us how tricky the process can be, which is why when we do land on a unique, meaningful, ownable name, it’s all the more rewarding.</p>
<p>A few years back we were tasked with naming a new construction consultancy which emerged after the absorption of EC Harris into a larger firm. We met with the team, and through a series of workshops it became clear that their USP was their ability to focus on the minutiae of a project without ever losing sight of the bigger picture, the wider vision. We landed on the analogy of a hawk, and further research led us to a hawk that many consider to be the most intelligent, the only hawk to hunt in a pack. And this was where luck played a hand. Its name was the Harris hawk. We soon found that a pack of hawks is called a cast. And with that, Cast was born. As a name, it’s short, evocative and ownable, all while offering a fitting link to the company’s origins.</p>
<p>It can be easy for businesses to overthink their names. For example, when dispute resolution experts Hill and Knowles merged with seven other smaller firms, they came to us for a name that would bring together their new offering. They’d come up with a number of options, but nothing was quite working. After trying a few different routes and ideas, we ended up simplifying the organisation down to Hill, Knowles &amp; Associates, which soon became HKA. We secured the hka.com URL, protected the name, and created a strong platform for the new consultancy to launch as a united front the world over. It goes to show that it’s often the case that the solution is right under your nose. As Steve says, common sense isn’t always so common.</p>
<p>On the other hand, naming might sometimes demand something more abstract and evocative – a single word or sentiment that captures the spirit of the business. This was the case when Lead Management came calling. Already an established project management company, they were looking to shake things up in the sector. Ambitious and inventive, they needed a name that would channel these traits. And the name Opera did just that. Evoking creativity, expertise and togetherness, it brought something vastly different to the industry, immediately setting them apart from their competitors.</p>
<p>Alongside businesses, we’ve named buildings, boats, elite bicycles and more. When we were approached to brand a new building overlooking Hackney Downs, we knew we needed to take the spirit of the Downs and channel it into the name and the brand as a whole. The initial challenge was to unite the multiple stakeholders behind a single name. After a couple of workshops, we hired a tree mapper to dig deeper into the specific forms of plant life on Hackney Downs. What surprised us was the pure variety of flora and fauna, and this variety was what ultimately led us to the name, The Otto. Persian in origin, ‘otto’ means ‘the fragrance and essential oils derived from plants.’ We loved the sentiment and used the graphic form of the word to reflect the building’s two towers, creating a name that celebrated the beauty of the Downs and united all those invested in the project.</p>
<p>Now more than ever, an ownable, memorable brand name is paramount to long-term success. The pandemic has meant that certain businesses are considering mergers, others are having to shift their offering slightly, and many are re-starting under a different guise. This marks a huge challenge for businesses, and the coming months will no doubt pose more challenges still. But with every challenge comes opportunity. For those businesses that have had to change and evolve because of the pandemic, there is an opportunity to build something new and exciting. And whatever shape your business takes over the coming months, it will need a strong, compelling name to lead you firmly into the next era.</p>
<p>If you have any questions about naming or need our advice, get in touch on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>. You can also click through to our page on <a href="https://www.steve-edge.com/branding-agency/brand-strategy-agency/" target="_blank" rel="noopener">branding strategy</a> to discover more about our process.</p>


<h2>There are many words you can use to describe the past few months, with unprecedented, unusual and strange being only a few. But however, you choose to define this period of time, rest assured that it’s not forever and that things are in some ways, and ever so slightly, returning back to normal. Something that is epitomised in the fact that Steve’s now back in the studio!</h2>
<h3>Open to meet</h3>
<p>That’s right. Over the past month or so, we have slowly started opening our office back up. And with social distancing and other government guidelines considered of course, Steve is now back to working there full-time. Thrilled to be back into some form of normality and no longer having to work from home, Steve wants to spread the message that he’s now fully available for face to face meetings again.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3417 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2020/08/journal-return-of-steve.jpg" alt="The Return of Steve | Journal | Steve Edge Design" width="800" height="473" /></p>
<h3>Location, location</h3>
<p>So, whether you want to come by the studio, share some spring rolls and jokes at one of Shoreditch’s fantastic Vietnamese restaurants, or simply meet in a park somewhere, please know that Steve’s around. Anything is possible!</p>
<p>If you want to set up a meeting with Steve, or if you have questions about anything else, please get in touch on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a> and we’ll be sure to help.</p>


The Return of Steve

<h2>Following the recent launch of our new website, we’re excited to reveal that we’ve also created a new mark to work along side our logotype. This comes as part of a bigger rebrand and features a new design inspired by one of Steve’s many expeditions. One with, shall we say, a bit of sting.</h2>
<h3>The Flower &amp; The Bee</h3>
<p>Steve visited the French Alps to enjoy a fortnight of mountaineering, climbing, fishing and canoeing.</p>
<p>On one of these days, Steve was climbing a mountain and wasn’t too far from the summit when his eyes caught hold of a beautiful Edelweiss flower growing out of a crack. As he reached to touch it, he was suddenly stung by a bee.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3431 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2020/08/journal-our-new-logo.jpg" alt="The Story Behind Our New Logo | Journal | Steve Edge Design" width="800" height="473" /></p>
<p>It’s a common misconception that bees die as soon as they plant their sting, but this isn’t always the case. And knowing this, Steve knew not to panic. Instead, he stayed calm and let the bee recoil its stinger before it flew away with its life intact.</p>
<p>Exhausted after the long climb, Steve recalls saving the bee’s life as the fuel he needed to make it all the way to the top of the mountain. It woke him up and sent him onwards (and upwards).</p>
<h3>From Idea to Reality</h3>
<p>Returning home after his trip with the bee sting fresh in mind, Steve knew he wanted to create something inspired by this high-altitude adventure. And from this, a new S.E.D. logo design was born.</p>
<p>Featuring an illustrated bee to celebrate the value of hard work and the Edelweiss flower to represent beauty. Paired with the S.E.D. logotype, it all comes together seamlessly, embodying our way of working hard to make beautiful things – and we couldn’t be more excited to share it with you all.</p>
<p>If you have any questions about logo design, get in touch on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a> and our branding agency will be happy to help.</p>


The Story Behind Our New Logo

<h2>Fast websites, slow websites and everything in between. Why is load speed so important for a website? The answer to that question might seem obvious simply because most people don’t like to wait around. But really, there’s a lot more to it than just a need for speed.</h2>
<h3>Better User Experience</h3>
<p>When it comes to user experience, webpages with a longer load time tend to have higher bounce rates and lower average time spent on those pages. This could be explained by looking at the ‘3 response-time limits’, which are determined by human perceptual abilities and defined by Jakob Nielsen from the Nielsen Norman Group (world leaders in research-based user experience).</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3437 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2020/07/journal-speed-is-important.gif" alt="Why is load speed so important for a website? | Journal | Steve Edge Design" width="800" height="473" /></p>
<ul>
<li>0.1 second is about the limit for having the user feel that the system is reacting instantaneously.</li>
<li>1.0 second is about the limit for the user&#8217;s flow of thought to stay uninterrupted, even though the user will notice the delay.</li>
<li>10 seconds is about the limit for keeping the user&#8217;s attention focused on the dialogue. For longer delays, users will want to perform other tasks while waiting for the computer to finish.</li>
</ul>
<p>Although Nielsen defines 10 seconds as the limit for user’s attention, people today expect more. According to 2018 research by Google, 53% of mobile users leave a site that takes longer than three seconds to load.</p>
<h3>Users Spend More Time on Faster Sites</h3>
<p>How fast a webpage loads will also impact how long users decide to stay on it. Research shows that users spend more time on a faster site, while a slow loading one will move their attention to the act of waiting instead of the actual content of the site. Meaning that if a page doesn’t load quick enough, users will decide even before it’s finished loading whether they are prepared to give it any more of their precious time.</p>
<h3>SEO and Mobile</h3>
<p>Speed also has a direct impact on your SEO and is so important that Google made it an actual ranking factor in 2010. Their <em>‘PageSpeed Insights’</em> tool reports on the performance of a page on both mobile and desktop devices, providing suggestions on how that page may be improved. In short, a slow loading website can hurt your Google rankings, so make sure your score is good and that it is as good for mobile as desktop – as this is where Google see the industry going.</p>
<h3>Speed and Conversion</h3>
<p>And then there’s of course the impact of speed on conversion rates. Google and other search engines penalise slow-loading sites, but so do users. If a site is slow enough, they will stop visiting, bounce and not engage. Your traffic will go down and if you have an e-commerce site, you’ll probably miss out on sales. There have been some interesting findings when it comes to comparing site speed versus conversion rates, such as:</p>
<ul>
<li>0-4 second load time is best for conversion rates</li>
<li>The first 5 seconds of page load time have the highest impact on conversion rates</li>
<li>Website conversion rates drop by an average of 4.42% with each additional second of load time (between seconds 0-5)</li>
<li>Website conversion rates drop by an average of 2.11% with each additional second of load time (between seconds 0-9)</li>
</ul>
<h3>Key Things to Check</h3>
<p>To find out how your site is performing and to identify how it can be optimised, there are several tools at hand, including <a href="https://gtmetrix.com/" target="_blank" rel="noopener noreferrer">GT Metrix</a> and <a href="https://search.google.com/search-console/about" target="_blank" rel="noopener noreferrer">Google Console</a>. You should also consider the ‘things to check’ which will impact your site’s speed, positively or negatively. These are:</p>
<ul>
<li><strong>Image optimisation</strong> – use proper file formats and reduce file sizes. The fewer bytes the browser has to download, the faster the browser can download and display content on the screen.</li>
<li><strong>Lazy loading</strong> – works as an optimisation technique for online content by only downloading the required section of the user and delaying the rest. Causing the website to perform faster.</li>
<li><strong>Minification of files</strong> – remove unnecessary data without affecting how the resource is processed by the browser &#8211; e.g. code comments and formatting, removing unused code, using shorter variable and function names, and so on.</li>
<li><strong>Server delays</strong> – server response time measures how long it takes to load the necessary HTML to begin rendering the page from your server. Things that might affect this are slow application logic, insufficient hardware resources and slow network connection.</li>
<li><strong>User tracking</strong> – just because you can track everything doesn&#8217;t mean you should. Because the more tracking codes added to your site, the more the speed of it will be compromised. It&#8217;s about finding a balance of being in the know and optimising user experience.</li>
</ul>
<p>To wrap things up, let’s have a look at some straight-talking stats around page speed. And in particular, how a one-second delay in page load time impacts your site:</p>
<ul>
<li>11% fewer page views</li>
<li>16% decrease in customer satisfaction</li>
<li>7% loss in conversions</li>
</ul>
<h3>So, how is your website performing?</h3>
<p>Run a check using one of our suggested online tools (<a href="https://gtmetrix.com/" target="_blank" rel="noopener noreferrer">GT Metrix</a> / <a href="https://search.google.com/search-console/about" target="_blank" rel="noopener noreferrer">Google Console</a>), and if you think you need help getting better conversion, increased customer satisfaction and more page views, get in touch on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a> and we’ll help you out.</p>


Why Is Load Speed So Important For A Website?

<h2>It’s not every day you get asked to host an auction, not to mention a digital one, and for charity for that matter. But that’s precisely what Steve will be doing this afternoon in partnership with architect Chris Dyson and the Worshipful Company of Chartered Architects (WCCA), also known as The Architects’ Company.</h2>
<h3>More on the Auction</h3>
<p>The auction stems from the inaugural, St Thomas Day Annual Drawing Competition hosted by WCCA. The competition, which ended just last week on July 3rd, had <a href="https://architectscompany.org/st-thomas-day-annual-drawing-competition-2020/" target="_blank" rel="noopener noreferrer">27 fantastic entries</a> from various artists.</p>
<p>It is their efforts, along with an additional number of selected drawings by the competition judges and other WCCA members, that are now being offered for sale in an online auction for charity. There will be three different charities benefiting equally from the proceeds of the auction, and these are:</p>
<ul>
<li>The WCCA Student Hardship Fund</li>
<li>The Temple Bar Trust</li>
<li>The Church of St Lawrence Jewry</li>
</ul>
<h3>More on the Competition and St Thomas – the Patron Saint of Architecture</h3>
<p>The idea for a St Thomas Day celebration of any kind was born from a suggestion by WCCA’s Master, Valerie. She suggested that, as everyone were in lockdown and unable to meet in person, WCCA should encourage greater activity and events on social media to keep the company in contact.</p>
<p>Liveryman and Court Assistant, Chris Williamson had been reading about the formation of the Livery Companies and how they celebrated their “Guild Day” usually on the Feast Day of the Patron Saint of their particular trade of profession.</p>
<p>The Guild Day was an opportunity for these companies to focus on charitable giving. After some research and discussions with the Chaplain Canon Rev’d David Parrott from St Lawrence Jewry, it was established that Saint Thomas was to be acknowledged as the Patron Saint of Architecture.</p>
<p>At the same time, Renter Warden Chris Dyson was planning a sketching competition inspired by lockdown on the theme of “isolation”, while WCCA’s Master of Students, John Assael had just initiated a new Student Hardship Fund. Quite naturally, it was then decided to merge the two ideas and to charge an entry fee for the competition, which would then be donated to the Student Hardship Fund.</p>
<p>It was also agreed to ask the competitors to donate their work for auction to raise money, to be split equally between the Hardship Fund, the Temple Bar Trust and the church of St Lawrence Jewry. And as Saint Thomas’ Day is July 3rd, that date became a sensible one to end the competition on.</p>
<p>Partaking in charitable events is always special, and this one’s no different. And Steve? Well, he’s excited and couldn’t be more ready to get the auction going.</p>
<p>If you would like to chat to us about how Steve can host an event for you, get in touch on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>


Steve Hosts his First Digital Auction

<h2>Our clients in the legal sector come to us for all their branding and design needs. This includes both print and digital media; everything from a spruced-up website to a full rebrand.</h2>
<p>Each business is different, and that&#8217;s crucial to the success of any project. Whether an established international firm dating back to the 1760s or a fresh new company shaking up the industry, we give each client in-depth, personalised consultations as part of a bespoke branding package.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3441 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2020/07/journal-legal-branding-website-design.gif" alt="The Power of Branding in the Legal Sector | Journal | Steve Edge Design" width="800" height="473" /></p>
<h3>Over 30 years industry experience</h3>
<p>Previous clients have benefited from our expertise in print design; in particular, the creation of bold new brochures which shake off the traditional law firm image with a bright and vibrant colour palette, allowing the brand to reposition itself in a competitive market.</p>
<p>We also design and build striking websites which combine strong visual brand identity with a great user experience and functionality. But that&#8217;s not all. We also offer photography, copywriting, SEO, and HTML email campaign services &#8211; everything your brand could need!</p>
<h3>Over 56,000 visitors driven to our legal sites</h3>
<p>Interested in how our design agency can take your brand to the next level? Get in touch today on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>


The Power of Branding in the Legal Sector

<h2>We&#8217;re a design agency with extensive experience in property branding. And we love working with clients in the increasingly popular Build-to-Rent (BTR) sector.</h2>
<p>These brands seek us out because they know we can create standout brand identities. As well as telling their stories and showcase their properties. By utilising print media, environmental graphics, and digital design, we create striking identities and compelling visuals.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3445 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2020/07/journal-leading-the-way-in-build-to-rent-design-agency-branding.gif" alt="Leading the Way in Build-To-Rent Branding | Journal | Steve Edge Design" width="800" height="540" /></p>
<h3>Helped to fill over 2,300 apartments</h3>
<p>Our clients are diverse. Some offering luxury apartments in desirable Dublin locations, while some are changing the norms of renting for London. Whatever they offer, we listen attentively to each client to understand their needs. This is what enables us to deliver a bespoke branding experience every time.</p>
<h3>Over 145,000 website conversion increase</h3>
<p>Previous clients have been impressed with our well-crafted and easy-to-update websites. Our sites combine efficient functionality with a strong brand personality, which set our clients ahead. Thanks to interactive and searchable apartment listings, these provide great user experience &#8211; for sales agents and customers alike.</p>
<h3>Up to 21% conversion rate on web traffic</h3>
<p>But that&#8217;s not all. We also provide a spectrum of other branding offerings. Like establishing individual location marques, or unrolling city-wide advertising campaigns. And of course, creating beautiful brochures. We&#8217;ve even delivered branded art installations!</p>
<p>If you want to find out how our design agency can elevate your BTR brand, get in touch on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>


Leading the Way in Build-To-Rent Branding

<div style="width: 800px;" class="wp-video"><video class="wp-video-shortcode" id="video-917-2" width="800" height="540" loop="1" autoplay="1" preload="metadata" controls="controls"><source type="video/mp4" src="https://cms-live.steve-edge.com/wp-content/uploads/2020/07/the-new-digital-business-card-sm.mp4?_=2" /><a href="https://cms-live.steve-edge.com/wp-content/uploads/2020/07/the-new-digital-business-card-sm.mp4">https://cms-live.steve-edge.com/wp-content/uploads/2020/07/the-new-digital-business-card-sm.mp4</a></video></div>
<h2>There&#8217;s something special about a beautifully designed business card. Perhaps because there&#8217;s so much you can do to make it personal and memorable. Think texture, colour, embossing, shape and material. All playing a part in how the final thing is to be perceived by receivers.</h2>
<p>But in times when social distancing is encouraged, the traditional business card is suddenly losing its purpose. So, what do we do about it? We adapt! Just like we&#8217;ve adapted in every other aspect during these past few months.</p>
<p>And by adapting, we mean going digital. After all, we&#8217;re living in a highly digital world. So why not move the business card online too?</p>
<p>That&#8217;s precisely what Steve&#8217;s doing. In the shape of a motion graphic, his new card has an added dimension of emotion and fun to it. All while being just as beautiful and memorable as his original gold-covered version. It also has the added benefits of being entirely environmentally friendly. And it is, quite frankly, a whole lot more effective.</p>
<p>If you have any questions about motion graphics or need our advice, get in touch on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>


The New Digital Business Card

<h2>Steve’s all about stories and great conversations. Which is why he was delighted to guest Staykeepers podcast for a quick chat.</h2>
<p>In this episode, Steve shares his knowledge and industry insight around a range of topics. Such as corporate identities and how to build a unique property brand.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3458 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2020/06/journal-staykeepers-podcast.jpg" alt="Steve Joins Staykeepers Podcast | Journal | Steve Edge Design" width="800" height="473" /></p>
<p>And of course, some of the best stories from Steve&#8217;s own life gets thrown into the mix.</p>
<p>Have a listen!</p>


Steve Joins Staykeepers Podcast

<h2>Every colour has a story. One that includes a collective understanding of its history and usage throughout time, as well as a very personal perception. Take blue for instance. Does it spark joy or does it have negative connotations? And is blue really blue? Or is it cobalt, indigo or cerulean? Considering the wide complexities of colour, in every aspect, how do you go about choosing the right one for your brand?</h2>
<h3>A brief history</h3>
<p>The history of colour is vast. And although used and talked about since ancient times, the very first colour wheel was not presented until the 17<sup>th</sup> century when Sir Isaac Newton discovered the visible spectrum of light. During this time, it was thought that colour was the product of mixing light and dark, with red being the “most light” and blue the “most dark”.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3464 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2020/06/journal-exploring-the-depths-of-colour.gif" alt="Exploring the Depths of Colour | Journal | Steve Edge Design" width="800" height="540" /></p>
<p>A flawed theory according to Newton who began testing the properties of white light. In his classic prism experiment, he discovered that white light is composed of a variety of colours. He then mapped these out in an octave schema as the first colour wheel. Newton also realised that all secondary colours can be created by mixing primary colours, resulting in the first hue wheel which is today the colour wheel we might be most used to seeing.</p>
<h3>The way we see colour</h3>
<p>“Colour is fundamental to our experience of the world”. Those are the words of Kassia St Clair, author of The Secret Lives of Colour. But what makes colour, colour? In her book, St Clair explains that what we really see when we look at say, a ripe tomato or yellow paint, is actually light being reflected off the object’s surface into our eyes.</p>
<p>The visible spectrum only makes up a small proportion of the entire electromagnetic spectrum. Different things are different colours because they absorb some wavelengths of the visible light spectrum, while others bounce off. So the tomato’s skin is soaking up most of the short and medium wavelengths – blues and violets, greens, yellows and oranges. The remainder on the other hand, the reds, hit our eyes and are processed by our brains. So in a way, the colour we perceive and object to be is precisely the colour it isn’t.<strong> </strong></p>
<h3>What do different colours represent?</h3>
<p>From an historical aspect, there is a general idea of what different colours mean. Green for instance, is considered one of the most pleasant on the colour wheel, with associations to nature, life, spring, hope, youth and health, but also to envy and poison. While red could represent love and courage, but equally sacrifice and danger. And yellow, which is often connected to clarity, energy and happiness, but which is also used to describe sickness and deceit.</p>
<h3>And still, colour is subjective</h3>
<p>Although these connotations have been shaped for centuries, they are still generic. We all have personal relationships to each and every colour, and these need to be considered as well. Perhaps you are disgusted by red because you were forced to wear an itchy red jumper as a child. Or maybe you love yellow simply because you grew up in a pretty yellow house. Colour is subjective and there is not one colour that has the exact same meaning to two different people. Because they are dyed by each person’s individual story.</p>
<p>Ahead of any new project, we always ask our clients if there’s any particular colour they have strong feelings against. A question that is generally answered with an instant ‘yes’.</p>
<p>It can be any colour really, although one that is often mentioned is purple. Now, we’ve just established that colour is subjective, so why is that? It&#8217;s possible that the explanation lies in the history of the colour and what it’s stood for over the years. Representing power, ambition and luxury to mention but a few, it’s fair to say that purple has a lot of force to it. Which is something that not everyone feels comfortable working with. But again, this sort of reasoning could be applied to any colour. And you can’t forget that there’s always that balance between the general opinion of a colour and your own.</p>
<h3>The technicalities</h3>
<p>When it comes to choosing colour for your brand, you will naturally consider the emotional part which includes your own personal preference and general opinions &#8211; but there’s also a very technical aspect to adhere to.</p>
<p>Say you want your primary colours to be yellow and green, then you need to pin down what shade of yellow and what shade of green, as well as what pantones. Do your preferred colours work well together? You must also think about the practicalities of your brand, where it will live, digital and print usage and choice of RGB and CMYK colours because of that. And in terms of printed material, you must also think about the use of coated or uncoated paper. This is important as the same pantone colour will vary in visual appearance depending on stock.</p>
<p>In other words, choosing colour for your brand is far more complex than you might think. Because colour isn’t just colour. Each and every one of them carry heaps of history, influences, positives and negatives, which makes it impossible to find a colour combination that will please everyone. This, on the contrary, means that there are no rights and wrongs.</p>
<p>So whatever colour you end up choosing, make sure you believe in it, love it and feel proud of it. Because in the end, that’s what will make it work.</p>
<p>If you need our brand design agency to answer any questions you have around colour, then drop us a line on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>


Exploring the Depths of Colour

<h2>S.E.D. are the branding and design experts when it comes to the food and beverage industries. That&#8217;s why clients across the sector seek us out to help them achieve a wide range of outcomes. We help them showcase their products, communicate with their customers, and increase their overall brand presence.</h2>
<h3>Over 25 years of industry experience</h3>
<p>Our work is diverse; from designing beautiful literature to bringing together several acclaimed restaurants on one website, we consider each business and its individual needs. Therefore, each client receives a personalised branding package as unique as they are.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3470 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2020/06/journal-personalised-branding.jpg" alt="Personalised Branding for the Food and Beverage Sector | Journal | Steve Edge Design" width="800" height="475" /></p>
<h3>Over 10,000 website conversion increase</h3>
<p>Previous clients have benefited from our bespoke art direction and design skills on both culinary magazines and recipe books, conveying their values and services to current and potential customers alike.</p>
<h3>Over 180 menus designed</h3>
<p>Alongside our print design services, we also build engaging websites, designed for optimum functionality across all devices. Working with clients’ in-house marketing teams, we support both their social strategy and integrate it into the site to create a unified, comprehensive brand destination.</p>
<p>Interested in how our design agency can help your brand? Just drop us an email on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>
<p>&nbsp;</p>


Personalised Branding for the Food and Beverage Sector

<h2>We all know people love getting something for free. And in the increasingly competitive arena of online sales, free things become more important than ever.</h2>
<p>In particular, free shipping.</p>
<div class="shortcode-box clearfix">
<p><strong>A huge 90% of online shoppers say free shipping is the most important incentive</strong></p>
<p>This makes it one of the biggest topics to consider when it comes to optimising your ecommerce site.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3477 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2020/06/journal-optimising-ecommerce-conversion-rates-with-free-shipping-digital-design-animation.gif" alt="Optimising Ecommerce Conversion Rates with Free Shipping | Journal | Steve Edge Design" width="400" height="270" /></p>
<p><span style="font-family: var(--heading--font-family); font-size: var(--heading--font-size-h3); font-weight: var(--heading--font-weight); letter-spacing: var(--heading--letter-spacing-h3); background-color: var(--global--color-background); color: var(--global--color-primary);">The customer’s favourite perk</span></p>
</div>
<p>Frequently cited by customers as the biggest incentive to complete a purchase, join a loyalty scheme, or add more items to an order, free shipping significantly impacts conversion rates.</p>
<p><strong>Over 50% of transactions from the world&#8217;s top 30 retailers were shipped with free delivery</strong></p>
<p>This makes it an important consideration for online retailers. And the statistics are impressive; 63% of consumers who joined a loyalty program did so to qualify for free shipping. While 50% are willing to wait an additional 2-3 days for delivery if it means they get it for free.</p>
<p>But retailers who don’t offer free delivery often see significant impact on their sales. And in a world where free shipping is seen as the norm, paying anything at all for delivery can seem like a step too far.</p>
<h3>The psychology of free shipping</h3>
<p>This is all down to a psychological and economic principle called the “pain of paying”. This is an irrational discomfort around paying for certain services – such as delivery – even if we value the service. And even if we know, rationally, that it’s worth paying for.</p>
<p>Free shipping can, therefore, play a significant role in strengthening your brand identity. As well as developing positive, long-lasting customer relationships.</p>
<p><strong>Orders with free delivery average 30% higher in value than those without</strong></p>
<p>It can turn one-off site visitors into recurring, loyal customers. Free shipping can also increase sales and reduce cart abandonment. As well as increase the average revenue per user (ARPU), as customers will often add extra items to their order to hit a minimum spend for free delivery.</p>
<p><strong>A huge 41% of shoppers abandon their cart if shipping costs more than expected</strong></p>
<p>As digital design experts, we know the importance of making the right strategic decisions when building your ecommerce website. Making sure it integrates perfectly as part of your overall digital marketing strategy. And, more importantly, we know how to do it.</p>
<p>Interested in refreshing your ecommerce site and optimising your conversions? Contact us on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a> to see how our digital design agency can take your brand to the next level.</p>


Optimising Ecommerce Conversion Rates with Free Shipping

<h2>As a brand design agency, we support a number of clients in the architectural sector to promote their products and services, showcase their success stories, and strengthen their brand identity across print and digital materials.</h2>
<p>We love the diversity of the sector; whether it&#8217;s about creating responsible timber-based designs or developing the urban landscape in South East England. And we establish a strong relationship with our clients, based on our understanding of their unique mission, expertise, and values &#8211; meaning we know exactly the best ways to showcase them.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3486 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2020/06/journal-sharing-the-successes-of-our-architecture-clients-design-agency.gif" alt="Sharing the Successes of our Architecture Clients | Journal | Steve Edge Design" width="800" height="475" /></p>
<p>Previous clients have been impressed with our sleek, fast-loading websites. They value the fact that our sites showcase both their brand heritage and current projects in a clear and accessible way.</p>
<h3>Over 20 years industry experience</h3>
<p>We also stand out with our expertise in crafting meaningful, bold marques. The perfect way to communicate a strong brand identity, both digitally and in print media.</p>
<p>But that&#8217;s not all; we offer a whole raft of other branding services and can cover your copywriting, social media, SEO, and HTML email needs too.</p>
<p>Taken together, our array of creative services create a comprehensive branding experience for our clients and their customers alike.</p>
<p>To see how our design agency can best help your brand, get in touch today. Just drop us an email on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>


Sharing the Successes of our Architecture Clients

<h2>SED were recently approached to design and build a new website for cladding specialists James &amp; Taylor.</h2>
<p>As engineering experts of the built environment, James &amp; Taylor specialise in terracotta cladding and metal facades. They have worked on some truly iconic buildings, both across the UK and internationally.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3496 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2020/06/journal-a-new-website-for-james-and-taylor.jpg" alt="A new website for James and Taylor | Journal | Steve Edge Design" width="800" height="540" /></p>
<p>The most famous one perhaps London&#8217;s Tate Modern, or &#8220;The Switch House&#8221;. With its chainmail brickwork and distinct look, the building acts like a natural extension of the art displayed inside.</p>
<p>Another one from the James &amp; Taylor portfolio is Selfridges store in Birmingham. The building, which is remarkable on its own thanks to its unusual shape, is covered in bespoke round metal tiles. With these adding a truly spectacular finish, no wonder the store has become a city landmark.</p>
<p>Having delivered great work for over 30 years, James &amp; Taylor have gone from strength to strength. To support their achievements, they needed us to create a website which would epitomise their ethos, communicate their expertise and promote their achievements.</p>
<p>We built a site that is sleek, user-friendly and easy to navigate. With galleries that showcase the visual impact of their work and projects. While the pages for Products and Services communicate the extensive offering in a straightforward manner. Delivering technical specifications and information with great readability. We also included elements that ensure customers can easily contact the team.</p>
<p>We’re proud to have worked with such a great brand, and to have delivered a website to match. Curious? Take a look at the brand new <a href="https://www.jamesandtaylor.co.uk/" target="_blank" rel="noopener noreferrer">James &amp; Taylor</a> site.</p>
<p>Interested in how we as a digital design agency can elevate your online presence? Just drop us a line on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>


A New Website for James & Taylor

<h2>Remember that wonderful book Steve wrote a while back? The one with bite-sized life hacks and beautiful illustrations? Well hold your horses, because ‘<a href="https://www.amazon.co.uk/Need-Die-Carefree-Living-Compendium/dp/1527261255/" target="_blank" rel="noopener noreferrer">No Need To Die</a>’ is now available on Amazon!</h2>
<p>And with everything going on in the world &#8211; there’s really no better time for it.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3500 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2020/06/journal-steves-book-lands-on-amazon.gif" alt="Steve’s book has landed on Amazon | Journal | Steve Edge Design" width="800" height="540" /></p>
<p>Making this book widely available has been hugely important to us. Because even though it’s a great little handbook in normal days, it’s in times like these when it really starts to shine. And that’s why we’re so excited to now see it on Amazon.</p>
<p>Guaranteed to make you laugh and smile, ‘No Need To Die’ is the perfect pick-me-up on a rainy day. So click the link below and click some more, and the book could be in your hands as soon as tomorrow.</p>
<p><a href="https://www.amazon.co.uk/Need-Die-Carefree-Living-Compendium/dp/1527261255/" target="_blank" rel="noopener noreferrer">Buy Steve&#8217;s book ‘No Need To Die’ now</a>.</p>
<p>Happy reading!</p>


Steve’s book has landed on Amazon

<h2>As a design agency, we have extensive experience in the property sector. We work with property developers to showcase their brand, strengthen their identity and promote individual developments.</h2>
<p>It&#8217;s an incredibly diverse industry, and we love that no two businesses are the same.</p>
<p><img loading="lazy" decoding="async" class="alignnone wp-image-3504 size-full" src="https://cms-live.steve-edge.com/wp-content/uploads/2020/05/journal-building-great-brands-for-property-developers-design-agency-steve-edge.jpg" alt="Building Great Brands for Property Developers | Journal | Steve Edge Design" width="800" height="540" /></p>
<p><strong>Branded over 80 developments across Europe</strong></p>
<p>Whether they offer luxurious family homes nestled within the idyllic greenery of the Home Counties or sleek, modern apartments conveniently located in the bustling cultural hub of Hackney, we listen closely to the needs of each client. Then, putting our research into practice, we deliver a highly personalised design consultancy.</p>
<p>Previous clients have benefited from our unique designs on building site hoardings; embracing the creative possibilities, we transformed a utilitarian necessity into an art piece. And of course, we also offer fantastic graphic design including traditional print media such as brochures and business cards.</p>
<p><strong>Helped to sell over 4,000 apartments in the residential sector</strong></p>
<p>But that&#8217;s not all. We can take care of all aspects of your development&#8217;s brand identity; our creative strategy includes the naming of developments and creation of marques, alongside a comprehensive package of digital services including copywriting, HTML email marketing, social media campaigns, PPC advertising, and more.</p>
<p>Interested in how our expert design agency can help your property brand? Email us on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a> to find out more.</p>


Building Great Brands for Property Developers

<p><em><div class="iframe-container"><iframe loading="lazy" title="YouTube video player" src="https://www.youtube.com/embed/7jZehu8GUXg" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe></div></em></p>
<h2>Welcome to the latest from Steve’s Weekly Wisdoms – we hope you’re all staying safe.</h2>
<p>This week’s video is all about keeping your home clean and tidy.</p>
<p>So, you’ve just swept the floor. You’ve got all the debris together in one spot – but you can’t find the dustpan and brush.</p>
<p>Fortunately, you don’t actually need a dustpan and brush. What you do need is a newspaper.</p>
<p>Now, you might think this is going to be an obvious one; after all, everyone knows that putting newspaper down is a good way to catch dirt on the floor.</p>
<p>But what happens when you sweep the dirt onto loose newspaper? Well, often the paper shifts, scattering the dirt under the newspaper.</p>
<p>However, there is a way to avoid this. That’s where this week’s video comes in.</p>
<p>The trick is this: When you put down your newspaper, simply wet the long edge of the page. This keeps the newspaper stuck to the floor. Then, when you sweep the dirt onto the newspaper, it stays put, making it quick and easy to clear up any spillages and breakages so you can put them safely in the bin.</p>
<p>To stay up to date with all the latest from Steve, sign up to our newsletter, Thoughts from the Edge.</p>


Weekly Wisdom – It’s A Trick!

<h2>We recently designed and built a new website for <a href="https://www.beaumontandfletcher.com/" target="_blank" rel="noopener noreferrer">Beaumont &amp; Fletcher</a>, the luxury furniture and furnishings specialists.</h2>
<p>Passionate about fine craftsmanship and timeless design, Beaumont &amp; Fletcher deliver bespoke handmade pieces unique to each client.</p>
<p>They create furniture, mirrors and lights alongside couture cushions, fine fabrics and more; their beautiful creations feature everywhere from traditional country homes to contemporary apartments. And they’ve even supplied furnishings to Hollywood films, including Aladdin, Beauty &amp; the Beast, and Anna Karenina.</p>
<p>Since 1989, when John Crowell established the company, Beaumont &amp; Fletcher have gone from strength to strength. They needed a website that communicated their expertise, heritage, knowledge, and, most importantly, their exquisite work.</p>
<p>With this in mind, we designed a clean, elegant site with a focus on displaying their products.</p>
<h3>A media-rich website</h3>
<p>Right from the initial stages, we knew content creation was key. So we designed the site to make it as easy as possible for the Beaumont &amp; Fletcher team to create and display media-rich content. After all, what better way to showcase the brand’s excellence than letting the designs speak for themselves?</p>
<p>We also knew we would be working with some truly incredible photography that perfectly depicted the diversity of the Beaumont &amp; Fletcher designs and fabrics. To best showcase the products and stunning photography, we built the Collections and Galleries sections. These sections not only demonstrate the luxurious Beaumont &amp; Fletcher lifestyle but, crucially, lead users to further product browsing.</p>
<h3>Bespoke interactive pages</h3>
<p>The most challenging part of the project was building each individual product page. Highly bespoke and interactive, these pages are not only unique to each product type but also lead the user to explore other related products, pages, and collections. We made the site easy to navigate and user-friendly, while communicating the intricacy, skill, and expertise of the work.</p>
<p>By providing information, visuals, and an holistic idea of how the designs look in-situ, we convey the expertise and unrivalled eye for luxurious design that makes Beaumont &amp; Fletcher so unique, enhancing brand confidence and cementing their place as trendsetters and industry leaders.</p>
<p>We’re extremely proud of the Beaumont &amp; Fletcher website and were thrilled to receive some great feedback from Jana, Owner and Creative Director.</p>
<blockquote><p>“I would like to thank the Steve Edge Design team for creating such a beautiful website for us. It is looking great, and I am very excited to share it with our clients”, Jana said.</p></blockquote>
<p>Take a look at the beautiful new <a href="https://www.beaumontandfletcher.com/" target="_blank" rel="noopener noreferrer">Beaumont &amp; Fletcher website</a>.</p>
<p>Interested in finding out more about how our design agency can help your brand? Contact us at <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>


Showcasing the Luxury of Beaumont & Fletcher

<h2>After all these years, we’re excited to announce that it’s finally happening: the launch of a brand new PR department within our existing offering.</h2>
<p>Adding PR to our services is something that Steve has always had in the back of his mind. And in the light of the current global situation, where we should all step up rather than down, now feels like the perfect time to do it. After all, we’re a team of big believers. Who love to challenge and reinvent ourselves, so why not now?</p>
<h3>Making it happen</h3>
<p>It’s important to know that this launch is far from a spontaneous quick fix to make ourselves more interesting. Okay yes, it might be a strategic move. But it has also been in the works for a very long time. It’s a natural and organic step for us to take because of two main things: One is that Steve is passionate about building connections. The other is that branding loves PR just like PR loves branding.</p>
<p>Now that is something that’s become very clear to Steve over the course of his many years in the industry. The two seem to cross over more often than not, with clients hiring you to do one, while also asking you to tap into the other. And it makes perfect sense! If clients have a strong relationship with one agency to create or develop their brand, why should they find a second one to do all the shouting? By only offering one, you’re essentially shooting yourself in the foot. Well, we decided we don’t want to be those guys.</p>
<p>All in all, we believe that PR is hugely important. And we feel proud to now have that service available within our four walls. So if you need to get your business out there or know of someone who does, get in touch – you’ve come to the right place.</p>
<p>Just pop us an email on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>


Hot off the Press – We’re Entering the Land of PR!

<div>
<h2>Steve’s always banging on about the importance of data – and he’s not wrong, particularly in this day and age.</h2>
<p>Because in the midst of a global crisis, it seems like raw data turned into trusted intelligence can really help businesses prosper and stay alive. But what’s even more interesting is that this data has now also become a tool in the fight against COVID-19.</p>
</div>
<div>
<p>One of the key players here are GlobalData, one of the world’s biggest data companies and a client of ours. Now there’s a chance you’ve noticed too, but we keep seeing them around and hearing about their massively impactful work which gives us a warm, fuzzy feeling.</p>
<h3>Looking back</h3>
</div>
<div>
<p>Thinking back, we’re reminded of how much we loved working with these guys, who came to us in need of a comprehensive rebrand. Aiming to take on a whole new range of sectors, GlobalData were faced with the task of how to do so without losing trust within their key sectors.</p>
<p>This was a challenge because other data providers tend to zoom in on one market, saying “hey, we’re the experts on this&#8221;. Which is why GlobalData needed a brand that said that an across-the board presence doesn’t necessarily reflect a lack of expertise, but quite the opposite.</p>
</div>
<div>
<p>So that’s what we gave them! And we can’t stress enough how proud we are to have worked with such a giant, both because of the work they do but also because they approached us.</p>
<p>Let’s face it, they’re a data company, right? Which basically means they can see who’s good and who’s not.</p>
<p>They know what they’re talking about, but so does Steve Edge.</p>
<p>As a founder and creative director, that’s something Steve really loves – that a global data company found us, not the other way around. That just speaks volumes to us.</p>
</div>
<div>
<p>And that’s the end of our trip down memory lane! So let’s just finish things off by saying this: we love the work we do and we love seeing the effects of it.</p>
</div>
<div>
<p>Oh, and don’t forget… data is king.</p>
<p>To see how we can take your brand to the next level, get in touch on <a href="mailto:hello@steve-edge.com" target="_blank" rel="noopener noreferrer">hello@steve-edge.com</a>.</p>
</div>


Working with GlobalData

<h2>It’s time for a new Weekly Wisdom!</h2>
<p>As the lockdown continues, our thoughts turn to the question of communication.</p>
<p>Now, more than ever, the importance of communication for the human species is clear. We’re all on Zoom, Google Hangouts, Microsoft Teams and more; collaborating with colleagues, updating clients, and of course checking in on loved ones.</p>
<p>The internet changed the way we communicate, and Steve was fortunate enough to give a lecture, many years ago, with Tim Berners-Lee. This fascinating man invented the World Wide Web, shaping all our lives, changing the world as we know it.</p>
<p>But one of the most common questions he receives is this: what happens to us if the internet stops?</p>
<p>This intriguing question inspired Steve’s latest Weekly Wisdom video. So this week, he shows you how to make a foolproof communication device using yoghurt pots and string.</p>
<p>And who knows, in years to come the electric cables we see hanging over the world’s biggest cities could be replaced with hundred of metres of string – and we’ll all still be communicating, making plans, working hard, and sharing the love.</p>
<p>To stay up to date with Steve&#8217;s Weekly Wisdoms, subscribe to the Thoughts from the Edge newsletter.</p>


Communication in a Post-Internet Era

<h2>5G looks set to be the biggest digital technology development of a generation. The term has already become something of a buzzword, touted as a truly life changing invention.</h2>
<p>But what actually is 5G – and what does it mean for the design and branding industry?</p>
<h3>Connectivity of the Future</h3>
<p>Put simply, 5G is a new type of internet connectivity. Predicted to be up to 100x faster than 4G, it is also set to provide stronger and more reliable connectivity – which is good news for devices like smart cars and smart home appliances, known as the Internet of Things.</p>
<p>It also has lower latency. This refers to the time between information being sent to a device and the user being able to use it; in short, reduced latency means buffering videos will be a thing of the past.</p>
<p>But 5G has far wider implications, too.</p>
<p>The stronger connections will enable more reliable video communications between international teams. This is particularly important as increasing numbers of employers and employees prioritise flexible and remote working options. Showcasing the potential of this, Vodafone demonstrated the UK’s first holographic call earlier this year.</p>
<p>5G is currently rolling out in various cities, including London, Birmingham, and Manchester. By 2025, it will be available to 1.4 billion devices across the globe. Over time, these 5G-ready cities will become Smart Cities, with enhanced connectivity integrated into every aspect.</p>
<p>For example, experts predict that 5G connectivity will enable paramedics and first responders to liaise with hospital departments in real time, quickly diagnosing and responding to emergencies long before the ambulance arrives at the hospital – even performing surgery remotely.</p>
<p>All of this is highly impressive – but what exactly does 5G mean for brand design?</p>
<h3>A New Kind of Digital Experience</h3>
<p>In short, 5G will allow designers and developers much greater scope.</p>
<p>The reduced loading time and stronger connectivity enables more ambitious web design which, well as simply allowing for more image-heavy sites, means more opportunity for 4K video.</p>
<p>Although 4K is not a new invention, it currently doesn’t see much use outside of video-specific sites like YouTube, mainly because of frustratingly long loading times when viewed on a mobile connection.</p>
<p>But with 5G, this could all change. Integrating 4K video into a brand’s digital strategy immediately strengthens their position, elevating their visual identity and creating a previously unachievable user experience for visitors to their site.</p>
<p>Brands will also be able to utilise augmented and virtual reality much more extensively.</p>
<p>This is something we’re particularly excited about, as we work with many clients in the property sector, an industry which is already starting to embrace the marketing and sales potential of AR and VR, especially in the international property markets.</p>
<p>Our Digital Director David Freshwater explains more.</p>
<p>&#8220;5G could completely change how we approach projects,&#8221; he says. &#8220;It will allow us to progress digital experiences on the move.&#8221;</p>
<p>Beyond the technical aspects of design and web development, 5G will also allow us to collaborate much more efficiently.</p>
<p>We work with a range of international clients, so anything that makes connecting with them easier is a positive development; perhaps one day we’ll see a hologram of Steve conducting meetings in offices in far-flung locations across the globe.</p>
<p>&#8220;5G really will transform how people and businesses interact with the world around them,&#8221; David explains. &#8220;From expanding business beyond the traditional office to making the world a safer place with joined-up communications between emergency services, it&#8217;s an exciting prospect.&#8221;</p>
<h3>A Considered Approach</h3>
<p>As with any new development, however, it’s important to keep a balanced view of 5G.</p>
<p>While it offers unprecedented levels of connectivity, communication and creative potential, there are limitations to consider.</p>
<p>For instance, the incremental rollout means designers shouldn’t rush into changing their processes and designs, because in the short term, very little will actually change. In fact, implementing 5G-specific designs into a website before 5G is widely available risks alienating huge numbers of potential clients.</p>
<p>It’s also important to remember that when websites optimised for the 5G experience become the standard that users come to expect, this will no longer be enough to stand out. But we look forward to the challenge, and will keep striving to take our clients to the next level.</p>
<p>To see how we can help your brand, get in touch today at <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>


5G and the Future of Digital Design

<h2>Steve chaired a business lunch with esteemed Swedish chef Marcus Samuelsson in his Red Rooster Shoreditch restaurant last week.</h2>
<p>The event, organised by the Swedish Chamber of Commerce, celebrated Marcus’ remarkable achievements, delving into his life and influences.</p>
<p>A celebrated chef, author and personality, Marcus’ work honours the diverse cultural influences of his life. His menus bring together elements from all the places in the world he has lived and worked.</p>
<p>He became the youngest chef to receive a three-star restaurant review from The New York Times, cooked Barack Obama’s first State Dinner as President, and produces and hosts the show No Passport Required on PBS. He has also written a selection of successful cookbooks.</p>
<p>In 2010, he opened his first Red Rooster restaurant in Harlem, and launched the Shoreditch branch in 2017.</p>
<h3>Fascinating stories</h3>
<p>Steve was delighted to be asked to interview Marcus, as he was able to bring his own twist and flair to the interview drawing on Steve&#8217;s own remarkable story and roots in Shoreditch.</p>
<p>The pair hit it off from the outset, connecting not only through their fascinating stories but also their shared positive outlook. This bond was further strengthened when Marcus revealed that, both when launching Red Rooster Shoreditch and in the early stages of planning, Steve was a central feature of the moodboard.</p>
<p>Steve interviewed Marcus about his background, his proudest career moments, the ethos behind his restaurants, and his future plans. In particular, Marcus discussed his thoughts on the role of sustainability in the food chain.</p>
<p>The sold out event took place on Friday lunchtime, providing an insightful and inspiring end to the working week. Steve thoroughly enjoyed speaking with Marcus and was full of praise for his work and achievements. “He’s not just a great chef, he’s also a truly amazing guy!” Steve said.</p>
<p>For more information about the Swedish Chamber of Commerce and their upcoming events, visit their <a href="https://www.scc.org.uk/" target="_blank" rel="noopener noreferrer">website.</a></p>
<p>To stay up to date with Marcus including his latest news, events and recipes, visit his <a href="https://marcussamuelsson.com/" target="_blank" rel="noopener noreferrer">website</a>.</p>
<p>To enquire about Steve speaking at your event, please contact us at <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>
<p>All photos courtesy of the Swedish Chamber of Commerce.</p>


Steve in Conversation with Marcus Samuelsson

<h2>Steve had a fantastic time at the 2019 UKAA annual conference, topped off with his team winning the BTR Game.</h2>
<p>The UKAA (UK Apartment Association) conference and dinner is an annual event that celebrates all things BTR (Build to Rent). The event brings together practitioners from across the industry to share knowledge, network, and educate one another. As a renowned BTR branding expert, Steve was delighted to attend.</p>
<p>As part of the event, three teams competed in the BTR Game, a contest designed to show the process of developing a BTR scheme from start to finish. Simon Saint of Woods Bagot invited Steve to join his team for the competition.</p>
<h3>Branding The Smithy</h3>
<p>Delighted to accept, Steve created the name Team Brickin’ It for the group. Other teammates included some amazing and accomplished industry experts from Knight Frank and Long Harbour. They worked together to devise and pitch a Hammersmith-based BTR development named The Smithy.</p>
<p>Channelling his considerable experience branding existing BTR schemes Steve focused on the name and identity of The Smithy. He created a bold and vibrant brand identity befitting both the target demographic and wider Hammersmith area.</p>
<p>Considering everything from target markets, community feel, design and finance, Team Brickin’ It put together an impressive pitch that won over both the expert panel and audience.</p>
<p>Steve loved the whole experience and praised the work of everyone involved.</p>
<blockquote><p>“It was a fabulous event,” he said. &#8220;And I couldn’t believe how much hard work all three teams had put in!”</p></blockquote>
<p>Interested in working with BTR branding experts? To see how we can strengthen your brand identity, contact us at <a href="mailto:hello@steve-edge.com">hello@steve-edge.com.</a></p>


Winning at the UKAA Conference with Team Brickin’ It

<h2>While Steve himself is a born and bred Londoner, we also have a strong presence in the West Midlands; our digital design and development team are based in Wolverhampton, and we&#8217;re proud to be part of the area.</h2>
<p>And it’s an especially exciting time for the region right now.</p>
<p>Our Digital Director and Communications Executive recently spent the day at the West Midlands Forum for Growth 2019. This event, from Movers and Shakers in partnership with the West Midlands Combined Authority (WMCA) and West Midlands Growth Company (WMGC), hosted speakers, panels, and networking sessions around the latest developments across the region.</p>
<h3>5G Connectivity</h3>
<p>A large part of the West Midlands’ growth is set to come from the rollout of 5G internet. With the potential to be up to 100x faster than 4G, 5G represents the most exciting digital development of the era.</p>
<p>Faster speeds and more reliable connections give 5G almost limitless potential. Recent research showed we can use it to make holographic phone calls, something which previously was just a futuristic dream.</p>
<p>And what’s more, the West Midlands is at the heart of the action.</p>
<p>Birmingham recently became a 5G test bed, meaning residents can experience its hugely improved connectivity ahead of the national rollout. 5G has also been tested on the University of Wolverhampton’s Springfield campus.</p>
<h3>Youth and Innovation</h3>
<p>One of the most exciting things about the West Midlands is its youth and vibrancy. Birmingham in particular is the youngest major city in Europe, with 40% of its population aged under 25.</p>
<p>We see this youthfulness reflected in its innovation and creative energy; Birmingham has the fastest growing economy outside London, with an increase of 12.5% in GDP since 2016. It’s also home to the highest number of startups outside the capital.</p>
<p>Further afield, in Wolverhampton – where our studio is based – growth is also flourishing. 80% of students from the University of Wolverhampton stay in the area to work after graduation, and the university also ranks among the top 5 nationally for graduate employability.</p>
<p>Meanwhile in Coventry, industry-leading research into robotics in housebuilding is underway.</p>
<h3>Looking to the Future</h3>
<p>Spending the day among the leaders and innovators of the West Midlands and beyond was an inspiring reminder of all the amazing potential we have – as well as the incredible progress already achieved.</p>
<p>All of these innovative developments and exciting projects mean the West Midlands is the perfect place to be growing your business right now, whatever industry you work in. We’re proud to be part of such a forward-thinking and fast-growing region.</p>
<p>Looking to take your brand to the next level? Contact us at <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a> to see how we can help.</p>
<p>&nbsp;</p>


Getting Inspired at the West Midlands Forum for Growth 2019

<h2>Take a look at Steve’s new book, No Need To Die.</h2>
<p>Following the success of his pocket guide to winning in business, Steve returns with a new collection of advice. This time, he’s tackling the big issues: life, and how to get more out of it.</p>
<p>From things everyone should try once, to new perspectives on everyday scenarios, No Need To Die contains 30 pearls of wisdom. It draws inspiration from many sources, including Steve’s father, wise friends, his own lived experiences – and more. Designed in-house, each page also features bold, beautiful illustrations which expertly capture Steve’s personality and ethos.</p>
<p>Having lived an exciting life with exuberance and enthusiasm, Steve knows the importance of making the most of things. He also knows it can be easy to lose sight of what’s important – life can be hectic, after all.</p>
<blockquote><p>As Steve says, &#8220;we get so swept up in things, so caught up in the minutiae of everyday life, that sometimes we forget the basics. We forget what made us love life in the first place”.</p></blockquote>
<p>So he created this book as a guide to reconnecting with the things that matter; getting back to nature, making the most of your time, and forming positive relationships.</p>
<p>We’ll be sharing a select few tips from No Need To Die on our <a href="https://twitter.com/SteveEdgeDesign">Twitter</a> and <a href="https://www.facebook.com/steveedgedesign">Facebook</a> pages over the coming weeks; make sure you&#8217;re following us for exclusive previews.</p>
<p>You can get your copy of the full book over on the <a href="https://www.steve-edgeshop.com/product/steve-edge-no-need-die-book/" target="_blank" rel="noopener">Steve Edge shop</a>.</p>


Steve Launches His New Book

<h2>Steve has always harboured a fascination with the circus – especially those who run away to join it! So he really enjoyed meeting Kate White, CEO of the National Centre for Circus Arts.</h2>
<p>A registered charity with a shared emphasis on the arts and higher education, the National Centre for Circus Arts introduces thousands of people each year to the wonders of circus performance in a range of diverse ways.</p>
<p>As one of Europe’s leading providers of circus education, they also offer London’s only BA Hons degree in Circus Arts. They are based in the magnificent former Shoreditch Electric Light Station located just around the corner from our studio, which makes them some of our most exciting neighbours.</p>
<h3>Inclusivity and Empowerment</h3>
<p>600 adults per week attend courses at the National Centre, which include team-building away days and evening classes.</p>
<p>From beginners to established artists, everyone is welcome; in fact, the circus is based around ideas of inclusivity, body positivity, and supporting one another. The school’s alumni go on to join a thriving international community of artists, and perform throughout the world.</p>
<p>A passionate dyslexia advocate, Steve was delighted to learn the organisation works with a high percentage of dyslexic students. They also trained the deaf and disabled artists who took part in the 2012 Paralympic Games opening ceremony.</p>
<p>Steve loved talking all things circus with Kate. He&#8217;s also looking forward to working with this brilliant organisation, so keep your eyes peeled for further announcements&#8230;</p>
<p>Meanwhile, take a look at some of the photos from past performances below. All images are courtesy of <a href="http://morreaux.co.uk/" target="_blank" rel="noopener noreferrer">Mark Morreau.</a></p>


All the Fun of the Circus

<h2>We are delighted to reveal our work rebranding multinational chemical manufacturer, ICL.</h2>
<p>Established in 1976, ICL have decades of experience and expertise. They supply chemicals to some of the best known household names across several diverse industries, including the pharmaceutical, agricultural, and energy sectors. As market leaders, they needed a brand that represented this.</p>
<p>Taking inspiration from the company’s past, we created a bold, playful colour palette. Incorporating this into a simple geometric logo, we created an approachable, professional visual identity.</p>
<p>As part of the rebrand, we also strengthened ICL’s digital presence with a new website.</p>
<p>We designed and built the site to communicate ICL’s prestige, heritage, and breadth of expertise. We focused on making product information clear and accessible, ensuring visitors can easily search the site.</p>
<p>Take a look at the new <a href="http://www.icgl.co.uk/about-us/">ICL site.</a></p>
<p>Interested in working with us? Get in touch on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a> to see how we can help your brand.</p>


A Rebrand and New Website for ICL

<h2>Colour. It’s integral to any brand’s visual identity. It gives customers an immediate sense of the brand’s personality, vision and values. And in many cases, it helps to set a brand apart from the competition.</h2>
<p>So, why is it that whole sectors often gravitate towards the same set of colours?</p>
<p>Take the financial sector, for example. Shades of blue appear significantly more than any other colour. Of course, this is largely because they’re associated with security and trustworthiness, making them a natural choice for companies taking responsibility for their customers’ money.</p>
<p>But this often comes at the expense of individuality, and we found in <a href="https://www.steve-edge.com/news/colour-money-branding-finance/">our recent study</a> that the financial brands choosing to buck colour trends are often the ones people remember most.</p>
<p>With this in mind, we decided to see if the findings rang true in other industries. Namely, the world of architecture.</p>
<h2>Simplicity First</h2>
<p>We took a look at the world’s top 100 architectural firms, and while no specific colour came to the fore, a distinct trend appeared.</p>
<p>[stats beforeText= before= stat_number=70 decimalCharacter=, decimalAmount=3 after=% afterText=of firms used just one brand colour]<br />
[stats beforeText= before= stat_number=70 decimalCharacter= decimalAmount= after=% afterText=of firms used just one brand colour]</p>
<p>And of these firms, 33% used white, and 29% used black.</p>
<p>So, why this emphasis on simplicity and monochrome uniformity?</p>
<p><img loading="lazy" decoding="async" class="alignnone size-full wp-image-8410" src="https://www.steve-edge.com/wp-content/uploads/2019/06/Architecture-branding-how-many-colours-edited.png" alt="Colour in the World of Architecture" width="1400" height="828" /></p>
<p>To answer this question, it’ll help to think about wider trends in the world of architecture.</p>
<p>In recent years, there’s been a widespread move towards minimalism in contemporary architecture and interior design. The “unfinished” aesthetic, for example, champions exposed brickwork and piping, industrial-style lighting, and a philosophy of function before form.</p>
<p>We can trace this trend back 100 years, to 1919, when German architect Walter Gropius set up the Bauhaus school. With its emphasis on form following function, Bauhaus revolutionised the way architects think, plan and build. Its unfussiness and practicality remain a huge influence on modern-day architecture. And because architecture firms are designing unfussy, practical buildings, their brands follow suit.</p>
<p>But the monochromatic, minimalistic use of colour in architectural branding isn’t just driven by the past. Current architectural challenges also have a part to play.</p>
<p><img loading="lazy" decoding="async" class="alignnone size-full wp-image-9717" src="https://www.steve-edge.com/wp-content/uploads/2019/06/Architecture-branding-top-5-colours-edited.gif" alt="" width="700" height="414" /></p>
<p>For example, because our cities are becoming more densely populated year on year, space comes at a premium. This means that architects have to get more and more creative in their designs.</p>
<p>In response to this challenge, many firms celebrate simplicity and minimalism in the homes they build. It makes sense, therefore, that their brands and brand colours take a similarly pared-back approach.</p>
<h2>Bucking Trends</h2>
<p>While it’s understandable that architectural firms have opted for simplicity and functionality in their brand colours, it also marks a lack of visual differentiation at the top of the industry, with competing companies starting to look the same.</p>
<p>For newcomers to the industry or established companies looking to rebrand, this marks a key opportunity to set themselves apart and shake things up.</p>
<p>This is just what we did when we rebranded Stock Woolstencraft. To capture their ambitious new company vision, we trimmed their name down to Stockwool and chose a bright, powerful green, giving them real standout in the market.</p>
<p>Similarly, when we worked with cross-laminated timber specialists, Eurban, we chose a mature, dark green, celebrating their relationship with nature and their longstanding commitment to sustainability.</p>
<p>When paired with a strong overall brand and an ambitious business plan, colour is one of the most powerful ways to stand apart from the competition.</p>
<p>Want to see how we can help your brand? Drop us an email on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a> for more information.</p>


Standing Out from the Crowd: Colour in the World of Architecture

<h2>Steve was delighted to receive a portrait of himself, which now has pride of place in the studio.</h2>
<p>Entitled “All Aboard Maud”, the portrait takes inspiration from Steve’s passion for fishing. It depicts Steve standing triumphantly aboard a small boat atop Nelson’s Column, fishing net in hand.</p>
<p>Yvonne J Foster, renowned for her tiny artworks and ice cream themed designs, created the piece. We spoke to her about the project, and she shared some insights into her creative process.</p>
<p>“I met Steve when he came to Brighton to do a talk for a group of Creative Future artists,” Yvonne explained. “As part of my creative practice I challenge myself to draw portraits of new people I meet.</p>
<p>Often, I take photographs of them eating ice creams, and add them to my ever growing Ice Cream Artworks series. But with Steve I wanted to make something more personal to him.</p>
<p>Steve has rubbed shoulders with famous people, he’s a flamboyant dresser, a fly fisherman, and also one of a select few who have dined on top of Nelson’s Column.”</p>
<p>All these elements came together in the finished piece, which is based on a photograph of Steve. As Yvonne describes it, “‘All Aboard Maud’ is part monumental column, part fishing trophy.”</p>
<p>Steve loves the portrait, and feels it has captured his likeness perfectly.</p>
<blockquote><p>“I always thought I was on a pedestal,” he says, &#8220;but now I actually am!”</p></blockquote>
<p>You can see more of Yvonne’s work over on her <a href="https://www.yvonnejfoster.com/" target="_blank" rel="noopener noreferrer">website</a> and <a href="https://www.instagram.com/yvonnejfoster/" target="_blank" rel="noopener noreferrer">Instagram</a>.</p>


All Aboard Maud: A Portrait of Steve Edge

<h2>Colour. It’s integral to any brand’s visual identity. It gives customers an immediate sense of the brand’s personality, vision and values. And in many cases, it helps to set a brand apart from the competition.</h2>
<p>So, why is it that whole sectors often gravitate towards the same set of colours?</p>
<p>Take the financial sector, for example. Shades of blue appear significantly more than any other colour. Of course, this is largely because they’re associated with security and trustworthiness, making them a natural choice for companies taking responsibility for their customers’ money.</p>
<p>But this often comes at the expense of individuality, and we found in our recent study that the financial brands choosing to buck colour trends are often the ones people remember most.</p>
<p>With this in mind, we decided to see if the findings rang true in other industries. Namely, the world of architecture.</p>
<h3>Simplicity First</h3>
<p>We took a look at the world’s top 100 architectural firms, and while no specific colour came to the fore, a distinct trend appeared.</p>
<p>And of these firms, 33% used white, and 29% used black.</p>
<p>So, why this emphasis on simplicity and monochrome uniformity?</p>
<p>To answer this question, it’ll help to think about wider trends in the world of architecture.</p>
<p>In recent years, there’s been a widespread move towards minimalism in contemporary architecture and interior design. The “unfinished” aesthetic, for example, champions exposed brickwork and piping, industrial-style lighting, and a philosophy of function before form.</p>
<p>We can trace this trend back 100 years, to 1919, when German architect Walter Gropius set up the Bauhaus school. With its emphasis on form following function, Bauhaus revolutionised the way architects think, plan and build. Its unfussiness and practicality remain a huge influence on modern-day architecture. And because architecture firms are designing unfussy, practical buildings, their brands follow suit.</p>
<p>But the monochromatic, minimalistic use of colour in architectural branding isn’t just driven by the past. Current architectural challenges also have a part to play.</p>
<p>For example, because our cities are becoming more densely populated year on year, space comes at a premium. This means that architects have to get more and more creative in their designs.</p>
<p>In response to this challenge, many firms celebrate simplicity and minimalism in the homes they build. It makes sense, therefore, that their brands and brand colours take a similarly pared-back approach.</p>
<h3>Bucking Trends</h3>
<p>While it’s understandable that architectural firms have opted for simplicity and functionality in their brand colours, it also marks a lack of visual differentiation at the top of the industry, with competing companies starting to look the same.</p>
<p>For newcomers to the industry or established companies looking to rebrand, this marks a key opportunity to set themselves apart and shake things up.</p>
<p>This is just what we did when we rebranded Stock Woolstencraft. To capture their ambitious new company vision, we trimmed their name down to Stockwool and chose a bright, powerful green, giving them real standout in the market.</p>
<p>Similarly, when we worked with cross-laminated timber specialists, Eurban, we chose a mature, dark green, celebrating their relationship with nature and their longstanding commitment to sustainability.</p>
<p>When paired with a strong overall brand and an ambitious business plan, colour is one of the most powerful ways to stand apart from the competition.</p>
<p>Want to see how we can help your brand? Drop us an email on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a> for more information.</p>
<p>&nbsp;</p>


Unveiling the London to Monaco 2019 Kit

<h2>We are pleased to reveal the new website for Art Concepts London.</h2>
<p>Founded by Ann-Charlotte Gerdne, Art Concepts London work with clients and artists across the globe. They create and deliver exquisite art and design pieces for both businesses and private residences, helping make every space unique.</p>
<p>With three decades of industry experience and an extensive international network, Art Concepts London have a wealth of expertise. We helped them take the brand to the next level with a new website.</p>
<p>We designed and built a site that communicated both their passion and knowledge. As part of this, we also created a section that showcased selected pieces. From art photography to murals and wallpaper, the site acts as a digital shop window.</p>
<p>Take a look at the new <a href="https://artconcepts.london/">Art Concepts London site.</a></p>


A New Website for Art Concepts London

<h2>As a lifelong fisherman, Steve’s adventures on the water make for both thrilling and compelling stories. Now, a selection have appeared in print.</h2>
<p>Paul Knight’s Amazing Fishing Stories features tales from two of Steve’s fishing expeditions.</p>
<p>One comes from Steve’s time fishing for trevally in the Indian Ocean. After catching three giant trevallies, he accidentally hooked something far bigger – a lemon shark! Wrestling with the fish in an attempt to free it from the hook, Steve knew he needed to find a way to open its mouth. The only problem was the only objects he had in the boat were a pair of tweezers and a bottle of lemonade…</p>
<p>The second takes place on the Varzuga river, in the Arctic Circle. Famed for its harsh meteorological conditions and abundance of salmon, the Varzuga gave him a little more than he bargained for. Suddenly, a large block of ice broke loose and came crashing down the river and into him. With five broken ribs and a fractured cheekbone, Steve returned home with more mementos of the trip than he’d planned – and is one of the only people to have been treated at A&amp;E in London as an iceberg victim!</p>
<p>To read the full stories – and many more – get your copy of Amazing Fishing Stories now. As Steve says, they are “probably the greatest, shortest fishing stories of all time!”</p>


Steve’s Stories in Print

<h2>We’re proud to reveal the website for Hornsey Town Hall Arts Centre.</h2>
<p>Managed by The Time + Space Co., the centre, located in Crouch End, currently includes a co-working club, café, and a range of performance and event spaces available for hire. A range of further amenities are also planned over the course of the ongoing regeneration programme.</p>
<p>We designed and built a site that serves as a digital hub with information about everything from upcoming events to bookable spaces. We also included integrated social feeds, relaying the very latest updates from the team.</p>
<p>The website also honours the town hall’s cultural heritage with a timeline of key moments in its history.</p>
<p>Take a look at the new <a href="https://www.hthartscentre.com/" target="_blank" rel="noopener noreferrer">Hornsey Town Hall Arts Centre site.</a></p>


Hornsey Town Hall Arts Centre Goes Live

<h2>We are pleased to reveal our work on the rebrand for environmentally friendly luxury yacht company, Vita.</h2>
<p>Vita are shaking up the boating industry. They are on a mission to create environmentally friendly, electricity-powered high performance boats that don’t compromise on the luxurious design. So they needed a brand that communicated their environmental ethos, innovative thinking, and impeccable sense of style.</p>
<p>We created a brand based on Vita’s commitment to “driving our industry forward”. We designed a stylish, modern word marque which used strong, minimalist typography to portray a luxury market leading company, boldly moving towards the future.</p>
<p>This was supported by a mature, cool colour palette, evoking the water and the texture of waves. As part of this, we created a bespoke colour called Maggiore Green, drawing inspiration from Vita’s connections with Lake Maggiore.</p>
<p>We are proud to have created a strong, unified visual language and brand identity to be used across print and digital.</p>
<p>Take a look at Vita’s new brand.</p>


A New Brand for Vita

<h2>We’re delighted to be working on Anaconda Cut, Atlas Residential’s unique new Build to Rent development in Salford.</h2>
<p>On the banks of the River Irwell, and just a stone’s throw from Manchester city centre, Anaconda Cut comprises 249 1, 2 and 3 bed apartments across 44 floors. The development is pet friendly and boasts a sky lounge, underground parking, and free gym and yoga studio.</p>
<p>We provided a comprehensive package of branding services including name generation, logo and brochure design, web design and build, and SEO, PPC and social media management.</p>
<h3>The name</h3>
<p>From the start, we knew we had to come up with something spectacular, something that would really stand out. The tallest building in Salford, with a distinctive green gold exterior that shimmers as it catches the sunlight, it stood out proudly against the city skyline. We needed a name that could capture this, and live up to the building’s visual magnificence.</p>
<p>Drawing on the heritage of the area, our research uncovered a little-known piece of history with a striking name.</p>
<p>We learned about an innovative engineering project involving the River Irwell, whose winding appearance gave it the appearance of a large snake, or anaconda. Engineers cut into the riverbank, straightening out a sharp elbow which had been causing severe flooding since 1946. They named this ambitious project the Anaconda Cut.</p>
<p>This combination of historic and geographical significance alongside the powerful mysticism of the anaconda as a creature proved irresistible; we knew we’d got the perfect name!</p>
<h3>The website</h3>
<p>We designed and built a website with a focus on lead generation. With plenty of imagery and integrated social feeds, the site serves as a living digital brochure, constantly evolving with the latest news and social posts.</p>
<p>Through industry research and analysis, we considered various goal paths. We knew that some visitors want to access information quickly and be able to register immediately. So, for these users, we built a brochure download form above the fold on the homepage. Other users, meanwhile, prefer to do their own research, analysing and comparing availability. These users tend to have a higher conversion rate and prefer to be taken through a series of pages.</p>
<p>Our research also revealed that mobile has surpassed desktop within this sector, compared to recent years, when mobile lagged behind. We observed that 65% of visitors were on mobile, and were delighted to see similarly high conversion rates across the two; 6% on mobile and 7% on desktop.</p>
<p>We also worked on the Anaconda Cut website’s SEO. As a new brand with a new name, we worked especially hard to get the site to the top of Google’s search results as quickly as possible. This was particularly important because, over the life cycle of a development, the development name often generates the most leads in the first three months. Carefully researched blog posts also boosted SEO, covering everything from moving to Manchester to pet friendly apartments.</p>
<p>Furthermore, we ran location-specific Google Ad campaigns targeting a range of search terms. We also built bespoke landing pages corresponding to the specific campaigns. We saw some fantastic results, with over half of all conversions in the first month resulting from paid search.</p>
<p>With ongoing analysis and management, we’re looking forward to taking Anaconda Cut from strength to strength.</p>
<p>Visit <a href="https://www.anaconda-cut.com" target="_blank" rel="noopener noreferrer">Anaconda Cut’s website.</a></p>


Naming and Branding Anaconda Cut

<h2>We’re delighted to unveil the new brand for Focus Logistics across print and digital.</h2>
<p>Formed in 2007, Focus Logistics have gone from strength to strength in the construction logistics sector, becoming a leader in the field. Their services span delivery scheduling, waste management, recycling, security, material storage and everything else a construction site needs to run effectively.</p>
<p>They approached us to create a powerful new brand to communicate their expertise and passion. In particular, it needed to showcase the work of their Smart Logistics department, an arm of their business dedicated to innovation and thought leadership.</p>
<p>To capture this pioneering attitude, we created a bold, confident brand that emphasised their leadership position within the industry.</p>
<p>Comprising a series of arrows pointing in different directions, the visual identity brings together construction imagery with the notion of forward thinking and managing multiple jobs concurrently. The geometric logo is instantly recognisable, standing as an emblem of trust and knowledge. When combined with a cool colour palette of serene, mature blues, the takeaway message is one of professionalism and reassurance.</p>
<p>Alongside the logo, we also designed and built Focus Logistics’ new website. Easy to navigate, it incorporates playful elements of geometric iconography and subtle animation to accentuate the brand. The site showcases the company’s work, thought leadership, and values, which are integral to their brand and company culture.</p>
<p>We also designed a new brochure to complement the site. Showcasing Focus Logistics’ work – including their largest ever project, Colindale Gardens – it&#8217;s an essential guide to the company. Taken together, the site and brochure are powerful marketing materials, communicating Focus Logistics&#8217; values and expertise.</p>
<p><a href="http://www.focuslogistics.co.uk/" target="_blank" rel="noopener noreferrer">Take a look around the new Focus Logistics website.</a></p>


Rebranding Focus Logistics

<h2>Steve had a fantastic time attending MIPIM 2019 in Cannes recently.</h2>
<p>The renowned three-day property event brings together professionals from all over the globe for keynote speeches, networking opportunities, and more. This year’s event was extra special, as MIPIM marked its 30<sup>th</sup> anniversary. Steve loves the energy and vibrancy of Cannes, and has become a familiarly colourful figure among MIPIM attendees.</p>
<h3>A standout year</h3>
<p>Standout moments from Steve’s time at MIPIM included breakfast with Bob Weston and his team from Weston Homes, following our success working on their <a href="https://www.steve-edge.com/latest-news/steve-edge-weston-homes-awards-property-branding/">rebrand and new websites,</a> and a drinks soiree to celebrate construction company Sir Robert McAlpine reaching its 150<sup>th</sup> year, a milestone anniversary which we branded.</p>
<p>He also enjoyed lunch hosted by our clients Gately PLC, a fabulous dinner party with Kevin Taylor from the McLaren group aboard his boat “Thumper”, and a great lunch at the Mandala with the team from Stace. In addition, he attended a drinks reception by James Andrew International, following Paul Turton’s generous invitation.</p>
<p>An extra special highlight was the dinner hosted by Orsa at La Colombe d’Or, the world famous restaurant whose famous patrons include such luminaries as Henri Matisse and Pablo Picasso. The restaurant displays their artwork on its walls, creating a truly remarkable dining experience, and Steve relished every moment.</p>
<p>Steve says:</p>
<blockquote><p>“MIPIM just keeps getting better and better! I had a fabulous trip. It’s always such a treat to bump into people you haven’t seen in a while, especially old clients. For me, MIPIM is all about people; I love meeting old friends, new friends, and people I haven’t met before. Happy 30<sup>th</sup> anniversary MIPIM – I’m looking forward to the 100<sup>th</sup>!”</p></blockquote>
<p>MIPIM 2019 also marked an exciting milestone for Steve on a personal level. Famed for his bold style choices and his mantra “dress for a party every day and the party will come to you”, Steve’s excited to be launching his own fashion label and wore some of the prototypes during MIPIM.</p>
<p>Take a look at the photos below!</p>


MIPIM 2019: Steve Dazzles in Cannes

<h2>We’re proud to work with award-winning property developer Joseph Homes on a rebrand celebrating their 10<sup>th</sup> year in business. To mark a successful decade, they approached us to refresh their brand.</h2>
<p>Joseph Homes have always taken a unique approach to housebuilding, and needed a brand that reflected this. We created a vibrant new brand identity that communicated their passion and energy. The playful new logo features a classic serif font in a subtle stencilled design, bringing together creative flair and an exacting attention to detail. We also created a mature, rich colour palette comprising earthy tones offset with splashes of bold, bright colour. The tagline “building better homes for a better world”, meanwhile, summed up their wellbeing-centric vision for the future.</p>
<p>A key part of the rebrand was to communicate Joseph Homes’ LiveWell® mission. This initiative strives to improve the lives of homeowners, employees, and wider communities. The idea underpins everything they do, so we developed a separate visual identity for LiveWell® that complemented the new Joseph Homes brand through the use of bright colour and bold shapes.</p>
<p>We also designed and built a new website to showcase their developments and values.</p>
<p>Featuring a mature, minimalist design with elements of movement and an integrated social feed, the site feels fresh and current, and is easy to navigate. Alongside this, we also created a marketing site for The Tramyard, Joseph Homes’ elegant new development in Balham.</p>
<p><a href="https://josephhomes.co.uk/">Explore Joseph Homes’ fresh new look and website.</a></p>
<p><a href="https://tramyard-balham.co.uk/">Take a look at The Tramyard Balham website.</a></p>


Celebrating 10 Years of Joseph Homes

<h2>Steve was delighted to be invited as the after-dinner speaker at Weston Homes’ annual awards on Friday 15<sup>th</sup> February.</h2>
<p>Weston Homes have been developing high-quality houses and apartments across both London and the Home Counties for over 30 years. We recently worked with them to refresh their branding, including vibrant new websites for each of their varied developments.</p>
<p>Now in its 26<sup>th</sup> year, the event brings together Weston Homes&#8217; industry partners to celebrate the year’s achievements. With accolades covering every aspect of property development, from construction logistics to customer service and marketing, it recognises the role of suppliers and the importance of collaboration across the property industry.</p>
<p>Awards included Supplier of the Year, Customer Service and After Service Award and New Business Partner of the Year. You can see a full round up of awards and winners on the Weston Homes <a href="https://www.weston-homes.com/news/26th-annual-awards">website.</a></p>
<p>Steve had a fantastic time at the event. “I was proud to be amongst passionate people in a very successful company who we are proud to be working with,” he said. He also entertained guests with an inspirational talk about his life, branding and achievements, which received a standing ovation.</p>
<p>Having worked with them on their highly successful rebrand, Steve is full of praise for Weston Homes. “Weston Homes is not just a great company from the outside but a truly passionate team working together towards a common goal,” he said. “They’re not only in the premiership, but winning it!”</p>
<p>See below for photos of the Weston Homes awards 2019.</p>


Steve as Guest of Honour at the Weston Homes Awards

<h2>Your brand is the most important investment you will make as a business. A brand transcends the physical components of colours, logos, and fonts; it creates and conveys the first impression of your business. It becomes an instantly recognisable signifier of what you stand for and what you offer. A strong brand will be consistent and concise, with clear messaging and a confident tone of voice.</h2>
<p>A strong brand can take you from strength to strength in the good times. But it really comes into its own when trading conditions become more difficult. When businesses and individuals alike are hedging their bets and tightening their belts during economic downturns, it’s the company with the powerful brand that can weather the storm and retain the confidence of its customers.</p>
<p>Then, when the economy once again enters a period of growth, and business is booming, brands that proved themselves durable and successful during the downturn will be in an even stronger position.</p>
<p>Ahead of the latest turbulence – of course, we’re talking about Brexit – it’s important to keep your brand in top condition.</p>
<p>Take the time to evaluate the current state of your brand, its strengths and potential weaknesses. And, if necessary, consider a rebrand.</p>
<p>This is where we come into our own. From a refreshed logo or updated website to a complete overhaul, we will, through a process of consultation, workshopping, and research, tease out what your brand needs to be the best it can be.</p>
<p>As Steve puts it:</p>
<blockquote><p>“this is really perfect timing to rebrand. Because, with Brexit looming, everyone needs to get their ducks in a row so that when it happens – or doesn’t happen – companies are ready. They need to ensure they have that competitive advantage of a powerful brand. Business will be booming again and it’s crucial to prepare for that”.</p></blockquote>
<p>To find out how we can help you build a winning brand, email <a href="mailto:hello@steve-edge.com" target="_blank" rel="noopener noreferrer">hello@steve-edge.com</a></p>


Building Winning Brands in Tough Times

<h2>We’re very proud of our recent work on the new Sub-Zero &amp; Wolf website.</h2>
<p>As the luxury kitchen appliance supplier to the rich and famous, Sub-Zero &amp; Wolf needed a truly impressive ecommerce website. We designed and built a dynamic site that showcased their products and delivered a great visitor experience. We created a powerful advanced search tool, allowing users to search specific areas of the site. This represented a key feature of the site.</p>
<p>There were various user goal paths to consider – for example, directing people to download a brochure, or find a showroom location – which informed the build. We also created sections including a trade area, recipe suggestions, and design inspiration zones.</p>
<p>We incorporated lots of videos and imagery across the site, ensuring interactivity for its users. These acted as powerful marketing tools, demonstrating everything from specific product features to examples of how the appliances looked in various kitchens.</p>
<p>Sub-Zero &amp; Wolf are an international brand, so we also built Spanish and French translations into the Content Management System.</p>
<p><a href="https://www.subzero-wolf.co.uk/" target="_blank" rel="noopener noreferrer">Take a look around the brand new Sub-Zero &amp; Wolf site.</a></p>


A New Website for Sub-Zero & Wolf

<h2>Oscar Wilde once said, “mere colour, unspoiled by meaning, and unallied with definite form, can speak to the soul in a thousand different ways”. In the financial sector, which has long struggled to win the trust of its customers, colour becomes a valuable asset to help brands speak to their audience.</h2>
<h3>Perceptions of colour</h3>
<p>Research by Color Communications Inc found that people make subconscious judgements about a person, environment, or product within 90 seconds of initial viewing – and between 60-90% of those snap judgements are based on colour alone. Clearly, colours play a pivotal role in shaping brand perception. With this in mind, we studied the brand colours of over 80 top banks, investment firms, and insurers.</p>
<p>Our findings support the long-held view that blue is the go-to colour for finance brands. Often thought to signify trustworthiness, blue featured in 56% of brand logos, with 35% using it as their main colour. Red followed, featuring in 41% of brand logos. 35% chose it as their main colour – the same percentage as blue.</p>
<p>At the other end of the scale, however, the least commonly used colours were purple, pink, and orange. Only 1% of brands analysed used any of these. So, for companies looking to shake things up in the financial sector, there is a clear opportunity to convey this attitude through their brand; specifically, the colours they choose.</p>
<h3>Rebranding Yoyo</h3>
<p>We were presented with this very opportunity when Yoyo approached us for a rebrand. Founded on a mission to disrupt the payments sector, they needed a way to signify their difference from the crowd. We developed a uniquely vivid and fun brand that would stand out in the financial sector and beyond; a large part of this was down to colour. Yoyo embraced the disruptive potential of fuchsia and violet in their branding, two colours seldom seen in financial companies.</p>
<p>We designed and built a bold new website incorporating the vivid pink and purple colour palette, alongside an eye-catching icon. The overall effect was a playful, striking identity that really emphasised the unique energy, values, and ethos of Yoyo as a brand and company.</p>
<p>Interested in how we can elevate your brand? Drop us an email on <a href="mailto:hello@steve-edge.com">hello@steve-edge.com. </a></p>


The Colour of Money: Branding and Finance

<h2>You are what you eat. It’s a common phrase, and one most of us will have seen on cookbook covers, heard on TV adverts, or read in reports advocating healthy eating. The implication is that if we eat good food, we’ll be strong, fit and healthy. And that’s more or less true. But the phrase can also be interpreted in a different way.</h2>
<h3>&#8220;You are what you eat&#8221;</h3>
<p>It can be understood not just in relation to our bodily health, but also in relation to our identity, our values, our personality. In this sense, ‘you are what you eat’ is about more than just physical wellbeing. It’s about how our food choices signify our social standing, our education, our income, our values, our aspirations, our whole identity.</p>
<p>Veganism is an obvious example. The vegan’s meat-free, dairy-free diet tends to signify a wider set of beliefs and principles. The decision isn’t usually about disliking the flavour of meat or questioning its health benefits. Most often it’s the result of a larger concern for animal welfare and the state of the environment. Another example is the individual who, instead of taking a packed lunch or buying food at work, drinks the nutritionally complete powdered food, Huel. That individual shows that she values efficiency, convenience and sustainability over, say, flavour, colour and variety. The choice to drink Huel rather than buying a soup, a salad or a sandwich, for example, is an expression of who that person is and the values they hold.</p>
<p>So, the food we eat every day is a clue to who we are and what we stand for. But by the same token, our food choices might indicate who we want to be and what we aspire to. Just as we eat the food we eat because we like the way it tastes or because we know it’s good for us, we might choose to eat certain foods because they fit with the image of ourselves we want to present to the world.</p>
<p>So the food we eat is as much an expression of ourselves as our clothes or language. It’s part of the message we want to send out to the world. Food is part of our personal brand.</p>
<p>But, what is a personal brand?</p>
<h3>Self Presentation</h3>
<p>Roughly defined, it’s a way of establishing and consistently reinforcing who we are and what we stand for. In addressing the subject, Erving Goffman proposes his theory of Self Presentation. Like actors in a play, Goffman suggests we all have characters we are looking to project to the world. This suggests that everything we do is dictated by who this character is; we model ourselves on how they would speak, where they would live, what they would wear, what they would eat.</p>
<p>To many, this theory will seem far-fetched, and there is the argument that we aren’t trying to perform or play a certain character; that character is simply who we are. But Goffman responds to this by differentiating between our ‘front stage’ and ‘back stage’ personas. He suggests our front stage persona is who we are in public, how we want to be seen by others. Our back stage persona, on the other hand, is how we act outside of the public eye; it&#8217;s what we do when we don’t have an audience watching.</p>
<p>It’s not hard to imagine how Goffman’s theory plays out in relation to food. If the front stage persona is an Instagram post showing someone posing alongside a freshly made, healthy looking smoothie, then the back stage persona might be that same person hurriedly eating a late night McDonalds in a drive-thru carpark.</p>
<p>But whether we buy into Goffman’s theory or not, it’s hard to deny that building and maintaining a personal brand is the driving force behind the choices many of us make, from the clothes we wear and the products we buy to the places we frequent and the food we eat.</p>
<p>With all this in mind, let’s go back to the beginning and reconsider the phrase ‘you are what you eat’. The phrase can be traced back to Anthelme Brillat-Savarin&#8217;s 1826 quote: ‘tell me what you eat and I will tell you what you are&#8217;. A beautiful quote, but in the age of cultivating personal brands through social media, it may need adjusting. Perhaps today’s equivalent should read: tell me what you eat and I will tell you what you want to be.</p>
<p>To quote one of Steve’s heroes, Oscar Wilde, ‘to be natural is such a very difficult pose to keep up.’</p>


Food for Thought: Eating and Identity

<h2>We enjoyed working with London-based land developer Goldcrest on their recent rebrand.</h2>
<p>When Goldcrest approached us, we knew we needed to create something that would communicate their unique place in the industry. Having acquired and developed land across London for over 30 years, they were already a successful company – they just needed a brand that communicated this!</p>
<p>Goldcrest pride themselves on taking on the sites, projects and challenges that other developers shy away from. Their unique perspective helps them to come up with innovative solutions. We knew they needed a brand and a website that could express this.</p>
<p>With this in mind, we created a new tagline: “Seeing Land Differently”. We also came up with an icon which incorporated the Goldcrest bird and the idea of seeing things from different perspectives.</p>
<p>Finally, we built them a new website. Featuring landscape photography and images of people, we designed the website to show an emotional, human face to Goldcrest’s work. We created a simple, easy-to-navigate site, and optimised speed and usability for a great user experience.</p>
<p>We also hosted the finish line for a Goldcrest charity race across London. Competitors raced from the Goldcrest offices in Fulham to the Steve Edge Design studio in Hoxton, each team using a different mode of transport. This energetic escapade was all for a great cause, raising money for the property industry’s homelessness charity, LandAid.</p>
<p>Take a look at the Goldcrest rebrand and <a href="http://www.goldcrestland.com/" target="_blank" rel="noopener noreferrer">new site</a>.</p>


A Rebrand and a Charity Race with Goldcrest

<h2>Recently, the luxury fashion sector has experienced both upheaval and uproar. Rebrands and aesthetic changes have led industry commentators to suggest that brands are losing their identity and becoming “basic”.</h2>
<h3>Minimalist rebrands</h3>
<p>In August, Burberry revealed their new logo. Designed by Peter Saville, the new logo did away with the famous equestrian knight above the Burberry name. Introduced in 1901, the knight traditionally formed a central part of Burberry’s brand identity. Instead, Saville created a minimalist, all-caps logo in a sans serif font.</p>
<p>The brand also released a tessellated monogram based on Thomas Burberry’s initials. While the monogram received a positive response, the pared-back logo didn’t fare so well.</p>
<p>Similar issues plagued Celine mere weeks later. Formerly Céline, the luxury French fashion brand shocked fans and followers when incoming creative director Hedi Slimane wiped the official Instagram account clean. This quite literally erased the work of his predecessor Phoebe Philo. Slimane then reworked the logo, removing the accent from the brand name and changing the typeface.</p>
<p>While not as visually drastic a change as Saville’s new Burberry marque, Slimane’s choice of font was similar. As David Heasty, a designer and typographer, <a href="https://www.fastcompany.com/90231578/celines-new-logo-is-tearing-fashion-fans-apart" target="_blank" rel="noopener noreferrer">pointed out</a>, “Celine’s new logo falls victim to the current reigning typographic zeitgeist. Nearly every company has embraced geometric sans serif type in their identities – a pragmatic choice for tiny screens”.</p>
<h3>Reacting to the digital marketplace</h3>
<p>The proliferation of sans serif fonts suggests a collective move towards branding homogenisation. This is a logical, understandable response to the increasingly cramped digital and visual marketplace. When every logo must retain its quality and meaning when displayed on anything from a phone screen right up to an IMAX screen or digital billboard in Times Square, it makes sense to rely on tried and tested digital-friendly designs. This means eliminating the flourishes, intricacies and serifs of old fashioned marques more frequently seen in print materials.</p>
<p>Furthermore, the move towards a more text-based marque, rather than the text-and-image combination of heritage brands, speaks to the contemporary digital consumer. With consumers’ decreased attention span in an already crowded branding marketplace, words trump images: a University of Leicester researcher points out that when most people see a word, <a href="https://www.independent.co.uk/news/science/you-cant-not-read-this-sentence-brainwashing-quora-a6882226.html" target="_blank" rel="noopener noreferrer">they cannot help but read it</a>, whereas an image takes slightly longer to process.</p>
<p>To stand out in such a saturated space, it seems, brand marques are paradoxically becoming increasingly similar!</p>
<h3>Erasing the past?</h3>
<p>The need for rebranding, and moving with the times, is undeniable. However, some suggest we should be cautious about a “revisionist” approach, and such caution is particularly important to heritage brands like Burberry. If a brand’s image is tightly bound to its previous and ongoing stories, then the erasure of that history seems more damaging than innovative.</p>
<p>As design director Eric Hu <a href="https://www.fastcompany.com/90231578/celines-new-logo-is-tearing-fashion-fans-apart" target="_blank" rel="noopener noreferrer">commented</a>, “Even if unintentional, it feels as if [Slimane’s creative choices were] an attempt to be a revisionist with history. It’s almost as if Phoebe Philo’s archive was made invisible which I don’t think is fair. Modernism with a capital ‘M’ was partly about doing away with the past—annihilating history to build a new world. Such an attitude worries me in our current political climate”.</p>
<p>In doing away with the past, luxury brands aren’t just erasing Instagram posts from the records. They’re also dismissing the decades of meaning and value held within those intricate, age-old logo designs, like the Burberry knight. Once considered timeless, these logos – and the artists who designed them – are made obsolete as luxury brands join the march towards simplicity and minimalism.</p>
<p>For many, this disregard for tradition and the loss of heritage will be a crying shame; for others, the idea of annihilating the past for a new world will be downright concerning and a dangerous precedent to set. But like it or not, the evolution we are seeing in luxury branding is proving popular. Recent figures show that the luxury sector is one of the fastest growing globally, <a href="https://www.cnbc.com/2018/10/04/the-luxury-sector-is-growing-faster-than-many-others-and-gucci-leads.html" target="_blank" rel="noopener noreferrer">with 42% growth since 2017</a>. Burberry in particular is doing well, as the eighth most valuable luxury brand.</p>
<h3>Striking a balance</h3>
<p>It seems the challenge for the luxury sector now is one of balance. Can fashion brands strike the balance between heritage and digitisation? Can they meet the demands of the contemporary consumer and adapt to everchanging digital platforms, without sacrificing the history and tradition upon which they are built? And can they stay relevant while retaining their integrity?</p>
<p>In considering these questions, Steve compares this recent move towards simple, minimalist brands with the everchanging world of fashion itself.</p>
<blockquote><p>“What we’re talking about here is fashion,” says Steve. “Fashions come and go. And in the fashion world especially, brands are becoming as important, if not more important, than the clothes themselves. So it’s really no surprise that luxury brands are changing and evolving. At the moment, simple, bold brands are in, but like fashion, the process is cyclical. Tradition and heritage will be back – referenced, used, or re-used at some point in the future.”</p></blockquote>


Luxury Branding in the Digital World

<h2>Earlier this month, Steve made the trip up to Manchester to give a talk at Havas Lynx, an award-winning healthcare communications agency with a worldwide reach. The Havas Lynx team invited him to share his branding expertise and creative wisdom as part of their internal training programme, LX Academy.</h2>
<p>Steve was delighted to be back in Manchester, a city he feels a strong affinity with; not least because his father was born and raised in Salford.</p>
<p>The speech itself encompassed many compelling stories from Steve’s life. They ranged from early childhood, when he was diagnosed with dyslexia, to winning a young artist award as a teenager. He then went on to describe his time in the film industry, and how this led to him setting up his own design agency.</p>
<p>The speech’s overall theme was how creativity can open up life opportunities, a motivational message which resonated with the Havas Lynx team.</p>
<p>Afterwards, there was an opportunity for questions from the audience, and Steve loved talking with fellow creative thinkers. He also received some lovely feedback from the team:</p>
<blockquote><p>Steve is such an interesting and unique character, just brilliant to listen to! You can&#8217;t help but feel engaged and amazed. It really did leave you feeling uplifted, with a mind to go out and do what you want.”</p>
<p>“Steve is an awesomely inspiring, truly creative, wacky genius. A true creative soul who inspires all around him, including the most stoic individual!”</p>
<p>“Steve was wonderful to listen to, and the session was fantastic, insightful and full of energy. Could listen to him talk for hours!”</p></blockquote>
<p>If you would like Steve to come and speak at your event, please get in touch at <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>


Motivational in Manchester: Steve Shares his Wisdom with Havas Lynx

<h2>According to the British Dyslexia Association (BDA), 10% of the population are dyslexic, 4% severely so.</h2>
<p>This lifelong condition affects the ability to read and write. It can mean that words “swim” on the page, making them difficult or impossible to read.</p>
<p>While Steve was fortunate to be diagnosed dyslexic at a very early age, and found his creative passions at a similar time, many people still don’t fully understand dyslexia. This means we as a society can’t provide adequate support to people – especially children – who are dyslexic. The BDA states that dyslexics often have strengths in areas such as design, problem solving, and creative skills – and Steve is just one such example of this.</p>
<p>While we’ve previously covered Steve’s belief that dyslexia is a gift, for World Dyslexia Awareness Day 2018 we wanted to profile one organisation that does excellent work widening access to the arts for people with dyslexia and other barriers.</p>
<h3>Creating opportunities with Creative Future</h3>
<p><a href="https://www.creativefuture.org.uk/" target="_blank" rel="noopener noreferrer">Creative Future</a> is a Brighton-based charity whose mission statement is to “provide training, mentoring and the chance to publish or exhibit to talented people who lack opportunities due to mental health issues, disability, health, identity or other social circumstance.” They offer a range of events, competitions, workshops and opportunities spanning the visual arts and the written word. Creative Future is a &#8220;bridge from the margins to the mainstream&#8221;, and champions inclusivity and opportunity in the arts.</p>
<p>The Creative Future Literary Awards, founded in 2013, are the UK’s only high-profile writing awards focused on underrepresented writers. In previous years, Creative Future have also developed writing workshops specifically for dyslexic writers. They also run Tight Modern, a small temporary pop-up gallery. This 8ftx5ft replica of the Tate Modern travels around the UK showcasing the work of talented, underrepresented artists.</p>
<h3>Freedom and support</h3>
<p><a href="https://www.mikstyx.com/">Mik, one of Creative Future’s digital artists,</a> has exhibited at Tight Modern and the OFFF Festival in Barcelona. He spoke to us about what Creative Future means to him.</p>
<blockquote><p>“Occasionally I am asked to say a few words about Creative Future and I always say that I don’t know where I would be right now if it wasn’t for them. I enjoy being in the company of other artists and the creative writers that Creative Future help. And I enjoy the freedom to attend various courses, always in a non-judgemental environment, with the ability to progress at my own speed. I feel reborn and embrace my disability. Without it, and Claire, my caseworker, I wouldn’t have taken this new path in my life.”</p></blockquote>
<p>Steve recently visited Brighton to speak to a group of Creative Future artists about his own career trajectory. He relayed how his dyslexia had informed and shaped his branding expertise. He also sent all the artists he met a signed limited edition print from the Steve Edge Shop.</p>
<blockquote><p>“Being in the company of so many talented artists and individuals is always incredibly inspiring for me. It’s an honour to tell my story and share my experiences in a room full of people just like me. It really is when I’m at my happiest.”</p></blockquote>


Dyslexia and Creative Future

<h2>We’re really happy to have worked with Londonewcastle on the branding for The Otto, their new Hackney development. Following our work on the striking floral hoarding, which brought glamour, art, and nature-based imagery to the building site, we recently unveiled The Otto’s full website.</h2>
<p>Extensive market research led us to develop a site which generated traffic from people searching for new-build properties in Hackney, Clapton and Dalston, driving our target audience towards the site. We built a colourful, elegant site incorporating the same bespoke floral illustrations seen on the hoarding; we also ensured a high level of interactivity, and included additional woodland iconography. This emphasised the natural beauty of the Hackney Downs surrounding the development.</p>
<p>We decided to launch the site in two stages, which meant that we could both build traction and generate traffic. We increased our search ranking with the holding page while we developed the full marketing site. The holding page allowed people to register their interest early, while the full site was constructed to cater to two types of visitor: those who wanted to immediately register interest, and those who enjoyed the journey around the site before registering. This proved successful, and achieved a conversion rate of over 20%.</p>
<p>In keeping with our passion for place marketing, we added a Neighbourhood page, and the Tales from E5 blog. These stories captured the character of the Hackney area – its culture, vibe and events – which complemented the sales-based messaging.</p>
<p>Why not see for yourself &#8211; check out <a href="http://www.theotto.co.uk/" target="_blank" rel="noopener noreferrer">The Otto’s beautiful new site.</a></p>


The Otto Goes Live

<h2>We were excited to receive the beautiful new brochures for Hornsey Town Hall earlier this month.</h2>
<p>Spanning an arts centre, hotel, co-working space and a collection of apartments in the heart of Crouch End, the newly restored Hornsey Town Hall is an iconic new development by the Far East Consortium.</p>
<p>Designed to celebrate all this, the brochures traced the building’s 90-year history, from its time as a home for Hornsey Borough Council to its use as a music venue. During the 60s and 70s, it welcomed the likes of Queen and Ray Davies to perform there.</p>
<p>As well as giving readers a snapshot of the building’s history, we also touched on life in Crouch End today. We researched the top eateries, watering holes and cultural hotspots in the local area. We then sent out our photographer to capture the vibrancy of the neighbourhood and its people.</p>
<p>The Hornsey Town Hall team showcased the brochures at the official launch event last week. Locals, journalists and potential buyers all headed to Hornsey Town Hall for the development’s grand unveiling.</p>
<p>If you couldn’t make it to the launch, take a look around the <a href="http://www.hornsey-townhall.co.uk/" target="_blank" rel="noopener noreferrer">Hornsey Town Hall website</a>.</p>


Hornsey Town Hall: Hot off the Press

<h2>This week marks the beginning of the Blue Marine Foundation’s annual cycle ride from London to Monaco.</h2>
<p>Now in its third year, the ride passes through eight European countries in seven days, all while spreading the word and raising vital funds to support the <a href="https://www.bluemarinefoundation.com/" target="_blank" rel="noopener noreferrer">Blue Marine Foundation&#8217;s</a> conservation efforts all over the world.</p>
<p>As proud sponsors of the foundation, we are delighted to have designed the cycling jerseys for this year’s event. We&#8217;re honoured to be involved in all their great work securing the health of our oceans and our planet.</p>
<p>Best of luck to all the riders!</p>


Cycling To Save Our Oceans

<h2>Steve was delighted to be invited to give a talk at a Creative Future event in the sunny seaside city of Brighton recently. He had a great time speaking with a group of artists, writers and creatives.</h2>
<p><a href="https://www.creativefuture.org.uk/" target="_blank" rel="noopener noreferrer">Creative Future’s mission is to provide training, mentoring and the chance to publish or exhibit to talented people who lack opportunities due to mental health issues, disability, health, identity or other social circumstance. </a>Their work is hugely important and represents a cause close to Steve’s heart.</p>
<h3>The gift of dyslexia</h3>
<p>Steve spoke about his own personal journey, relaying how “I’ve never read a book in my life – because I can’t” due to dyslexia, and explaining how this hasn’t held him back. Instead, he explained, it drove him to a career in branding, inspiring him to create “inspirational not informational” brands and content. He stated that people remember good stories, and a memorable logo or marque can tell a story in one glance.</p>
<p>One example of a good branding story involved Lock hats, one of our many heritage clients. While looking through their archives, Steve came across the company’s proudest possession: a letter from Goering. He wrote the letter at the height of the Blitz, ordering that the Lock hats building must be spared.</p>
<p>Obviously, Goering thought the Nazis were going to win the war, and wanted his favourite milliner’s shop left intact to fit him out for his new headgear afterwards! Not only is this an incredible story in itself, it also demonstrates the power of a strong brand; it raised a good laugh among Steve’s audience, too!</p>
<h3>An inspiring life</h3>
<p>Steve also spoke about other aspects of his life, from the early days with magic markers and glitter, when his Aunt Hazel would buy all his creations to give him pocket money, to attending a film premiere with Harrison Ford. It was an engaging and lively session, and we received some fantastic feedback afterwards. One attendee called it “captivating, and filled with laughter and inspiration”. Another praised Steve’s “zest for life”, and also described him as “a natural raconteur with a fascinating life”.</p>
<p>Steve loved meeting so many interesting fellow creatives and sent out signed limited-edition prints to them all!</p>
<p>Some of the artists he met have given their permission for us to share their profiles and work here:</p>
<p><a href="https://www.creativefuture.org.uk/author/robyn-forman/" target="_blank" rel="noopener noreferrer">Robyn Forman’s work deals with healing, forgiveness, and reconciliation.</a></p>
<p><a href="https://www.creativefuture.org.uk/author/charlie-devus-2-2-2/" target="_blank" rel="noopener noreferrer">Charles Devus is an artist, writer, performer and musician.</a></p>
<p><a href="https://www.creativefuture.org.uk/author/sarah-harris/" target="_blank" rel="noopener noreferrer">Sarah Harris is a self-taught artist, photographer and craftsperson.</a></p>
<p><a href="https://www.mikstyx.com/about" target="_blank" rel="noopener noreferrer">Mik Strevens is a digital artist and photographer.</a></p>
<p><a href="http://www.yvonnejfoster.com" target="_blank" rel="noopener noreferrer">Yvonne J Foster is a Brighton-based artist.</a></p>
<p><a href="https://juliafry.com/" target="_blank" rel="noopener noreferrer">Julia Fry is a Brighton based artist, filmmaker, and coach.</a></p>
<p>If you’d like to invite Steve to speak at your event, please get in touch at <a href="mailto:hello@steve-edge.com">hello@steve-edge.com</a>.</p>


Steve Shares His Story With Creative Future

<h2>These days, technology moves fast – perhaps too fast for some. <a href="https://econsultancy.com/blog/70117-creative-and-design-leaders-are-more-worried-than-excited-about-emerging-tech-in-2018-stats/" target="_blank" rel="noopener noreferrer">Research</a> presented in the 2018 Digital Trends for Creative and Design Leaders report suggests over half of senior design and creative agency staff feel pressured to keep up with emerging technologies, placing it above “increased pressure from clients” as the biggest worry for creative professionals. Furthermore, 38% reported that they feel stressed by the prospect of using new creative formats, like augmented reality and data visualisations, in their work.</h2>
<p>For Steve and the team, however, every technological advancement is a challenge to be gleefully welcomed and tackled. We are optimistic about future technologies and innovation, and Steve himself has always been a fan of new inventions.</p>
<p>In fact, he remembers that when the Apple Mac first emerged, people would often ask if he worried that he’d soon be out of a job. “Not at all”, was his answer. And Steve was right not to worry. After all, when it comes to creativity, it’s not the tool or technology that matters, it’s how you use it.</p>
<p>What’s more, this shift to new tools, methods and technologies is by no means a new phenomenon. For example, with the invention of the French Curve, Da Vinci didn&#8217;t worry that it would compromise his work. On the contrary, it was a new tool in his box, a new string to his bow – something to be optimistic about, and, more importantly, something to master.</p>
<h3>New advances and new opportunities</h3>
<p>It is this same enthusiasm and zeal for new opportunities that drives us at Steve Edge Design. Our digital and web development team always have a finger on the pulse of technological progression, constantly learning and implementing new developments into our work; the way we build websites has changed dramatically in the past few years alone.</p>
<p>New metrics by which to assess our digital performance are constantly developing. We are rigorously measured against Google Insights and GT Metrics for our web optimisation and are proud to achieve on average over 85/100 for both mobile and desktop website builds at launch. We practise what we preach, and our own site is above <a href="https://developers.google.com/speed/pagespeed/insights/?url=https%3A%2F%2Fwww.steve-edge.com%2F&amp;tab=desktop" target="_blank" rel="noopener noreferrer">94/100 for both desktop and mobile</a>.</p>
<p>As digital innovators, we are in good company. <a href="http://uk.businessinsider.com/ar-vr-2017-8?r=US&amp;IR=T" target="_blank" rel="noopener noreferrer">Business Insider reports that</a> investment in augmented reality (AR) and virtual reality (VR) services is estimated to exceed $200bn by 2021. VR is already taking off as a property sales and marketing tool, benefiting many of our clients. Meanwhile, our own VR services are currently undergoing research and development.</p>
<p>However, state-of-the-art tech doesn’t just represent a chance to develop oneself and one’s own skills. We are excited about the thought of the collaborative opportunities that come with it. As creatives, it’s a thrilling prospect to be able to partner with new people. Cutting edge technology allows us to do just that, while also embracing new techniques and formats.</p>
<p>In short, other agencies may feel pressured by tech developments, but at Steve Edge Design we couldn&#8217;t be more optimistic. The Apple Mac didn’t put Steve out of a job and neither will today’s inventions.</p>
<blockquote><p>As Steve succinctly puts it: “Shift happens. Deal with it!”</p></blockquote>


Agencies and the Future of Tech

<h2>Steve is hugely proud to have been made brand ambassador for Pelorus, a new London-based experiential travel and adventure company.</h2>
<p>We named and branded Pelorus last year. And since then, the company has really spread its wings, telling the world about everything it has to offer. Its services span extreme alpine sports, bespoke safari trips, and yacht expeditions to unexplored corners of the ocean.</p>
<p>No stranger to action, adventure and the outdoors, Steve was a clear candidate for the brand ambassador role. His lengthy CV of expeditions includes a fishing trip to India in pursuit of the elusive Golden Mahseer fish; an appearance as Honorary Eagle Dancer at a Native American tribal ceremony; and a daring excursion up the icy rivers of Northern Russia.</p>
<p>Run by a team of seasoned explorers, Pelorus really is the best option for anyone wanting to explore the unexplored and also seeking to push the boundaries of adventure travel. Whether riding horses through the Australian outback or drinking Pina Coladas atop Mount Everest, Pelorus is the company for you!</p>
<p>Take a look at the <a href="https://pelorusx.com/" target="_blank" rel="noopener">Pelorus website.</a></p>


Steve Named Brand Ambassador for Adventure Experts Pelorus

<h2>The World Cup in Russia starts this week, and you could be in with a chance of winning this limited-edition football made by our stellar neighbours at <a href="http://aliveandkicking.org" target="_blank" rel="noopener noreferrer">Alive &amp; Kicking</a>.</h2>
<p>Alive &amp; Kicking is a not-for-profit company that makes durable balls in Africa, prints them with key messages raising health awareness, and donates the balls to schools, youth teams and disadvantaged communities across the world.</p>
<p>They’ve made this unique ball especially for the World Cup; all proceeds support ethical jobs for more than 150 staff making footballs in Ghana, Kenya and Zambia.</p>
<p>To be in with a chance of winning, simply post a comment with your answer to the following question. If Steve was a footballer, who would he be and why?</p>
<p>We’ll announce the winner before the England vs Tunisia game on the 18th.</p>
<p>Good luck!</p>
<p>***Update &#8211; Winner Announced***</p>
<p>While watching England claim their first win of the tournament, we browsed the list of weird and wonderful entries to our World Cup Competition.</p>
<p>After all the great entries, we were hard-pressed to pick a winner! But eventually we settled on the brilliant entry from Dave Marrable. Dave said that if Steve was a footballer he would be “René Higuita, the extravagant Colombian goalkeeper’s keeper. A character, an entertainer, a great barnet and a little crazy”.</p>
<p>Congratulations Dave. We’ll get your exclusive World Cup football in the post this week.</p>


World Cup Competition: Congratulations to…

<h2>Steve recently met with Construction Enquirer magazine, who were keen to find out how we are revolutionising the way construction companies and developers are presenting themselves to the world.</h2>
<p>The magazine approached Steve following the launch of the hoarding for Hackney’s Otto development. We designed the hoarding not only to draw attention to the development, but also to create a thing of beauty for the local community to enjoy.</p>
<p>Read the <a href="https://www.constructionenquirer.com/2018/05/31/design-leader-looks-to-improve-constructions-image/" target="_blank" rel="noopener noreferrer">Steve Edge interview with the Construction Enquirer</a>, and remember to look out for <a href="http://www.theotto.co.uk/" target="_blank" rel="noopener noreferrer">The Otto development</a> coming soon to Hackney Downs.</p>


Changing the Face of the Construction Industry

<h2>We’re delighted to be working with Far East Consortium and Make Architects on the restoration and redevelopment of the iconic Hornsey Town Hall in Crouch End.</h2>
<p>Built in 1935, the building dates back almost 90 years, and remains one of the earliest examples of modernist architecture in Britain. Working to preserve this history and channel it into the 21st century, developers FEC are restoring the Town Hall to house a new arts centre, hotel and co-working space for Crouch End. The grounds are also set to welcome a new collection of apartments inspired by the Town Hall’s modernist architecture and art deco features.</p>
<p>In creating the Hornsey Town Hall brand, we wanted to celebrate the building’s extensive history while capturing its exciting future. We started by looking at the original architecture and interior design, and created a rich colour palette that reflected the Town Hall’s period interiors. The elegant logo alludes to the art deco signage present throughout the building.</p>
<p>These basic elements fed into the web design, which needed to capture the eclectic offering at Hornsey Town Hall, from the gigs and performances at the arts centre to the pop-up events and festivals that take place on Town Hall Square. We ensured the website told the story of Hornsey Town Hall past, present and future, with a timeline tracing its history, a detailed account of the restoration project and a look at all that’s to come.</p>
<p>It was important to communicate the building’s history and legacy, but we also needed the website to successfully drive apartment sales. With this in mind, we incorporated clear, compelling call-to-actions throughout the site, and built a sophisticated search tool, allowing customers to search for apartments according to their unique preferences.</p>
<p>Take a look at the <a href="http://www.hornsey-townhall.co.uk/" target="_blank" rel="noopener">Hornsey Town Hall website.</a></p>


Hornsey Town Hall: Making History in Crouch End

<h2>Steve recently appeared as guest speaker at the annual Derby Luncheon run by Interact Group. Speaking on a life spent with dyslexia, Steve inspired a diverse audience of industry professionals with his personal story, telling of how his dyslexia has helped him get to where he is today in the creative world.</h2>
<p>The event raised over £1500 for Steve’s chosen charity, the Dyslexia Institute, and helped break down the stigmas surrounding dyslexia, emphasising how it isn’t the hindrance it’s often perceived to be; it’s simply a different way of seeing the world and expressing yourself. For Steve, enjoying this unique perspective on the world has helped him thrive in an industry that runs on new perspectives and original forms of expression.</p>
<p>Steve Oliver, who chaired the luncheon, shared the following comment after the event: “Steve never fails to impress and inspire. He speaks with relentless passion, and his incredible story encourages everyone to rethink dyslexia and see it as the gift and opportunity that it is.”</p>
<p>Steve is pictured here alongside event chair, Steve Oliver (right); Interact National Secretary, Gina Oliver (middle); and Interact National President, Simon Parker (left).</p>


A Life with Dyslexia: Spreading the Word

<h2>Like it or not, we’re all on it. Social media is a growing part of our lives, and it’s here to stay. Over 2 billion people use Facebook on a monthly basis, and here in Britain, we each spend around an hour and a half every day managing an average of four social media accounts.</h2>
<p>But for businesses, the move into social media can be daunting. What do we post? When do we post? How often do we post? These are just a few of the questions you might find yourselves overthinking. As a little helping hand, we’ve drawn up a brief guide on why social media is so important for businesses, and imparted some tips on how to get the best out of it.</p>
<h3>So why do it?</h3>
<p>First and foremost, it connects you with your audience. They can keep up to date with everything you’re doing, get in touch with you and interact with your online activity. That’s something that businesses of yesteryear would have thought beyond their wildest dreams. But social media does more than link you with your current audience. It gives you the opportunity to attract a wider audience. When your activity is liked, shared and circulated, you and your content reaches an audience you wouldn’t have otherwise been able to engage.</p>
<p>In light of this, your brand awareness is boosted. People are more likely to notice you if you’re popping up on their newsfeed with interesting, compelling content. What’s more, a strong social media presence builds brand loyalty. So once you’ve got your audience, you’ll keep them if you’re visible and active online.</p>
<p>Remember also that social media isn’t its own entity. It’s an integrated part of your wider online presence, and a valuable asset for your website. Through incorporating social links and feeds, you can keep your website fresh, active and up to date. But if you are using social media, make sure you commit to it. A half-hearted social media account is at worst a detriment to the business, and at best a bit of a sorry sight. So be sure to commit. A good start is to map out a strategy for your social activity.</p>
<h3>But what to say?</h3>
<p>Of course, there’s no catch-all approach here. What to say and how to say it differs from business to business. And whatever approach you do take needs to sit in line with your brand as a whole. But for most businesses, social media is a key way of promoting their products and services. Posting about who you are and what you offer gives people a snapshot of your business, and if you support the post with links and engaging images you’ll drive valuable traffic to your website.</p>
<p>Beyond this, post about the things that interest you. If you find something interesting and relevant to your field of work, it’s likely that others in your network will share this interest. Of course, it isn’t easy to generate consistently insightful content; it involves a conscious effort to think about and consider things in relation to your work and sector. But once you start thinking in this way, the ideas and content will follow naturally.</p>
<p>Following on from this, you’ll soon find that social media is a simple, easy way to share your industry expertise. It’s a thought leadership platform, a space for you to share your insights, opinions and articles concerning the wider industry. This sort of activity will connect you to other industry experts, which will in turn draw more attention to your business, helping to establish you as leaders in your field.</p>
<p>But it doesn’t have to be centred around thought leadership. Social media can simply give you the means to you tell your brand story in a fun, engaging way. Twitter limits the number of characters you can express yourself in, while Instagram is image-led. Variations like these mean you can express your message and thoughts differently from platform to platform, engaging different audiences as you do so.</p>
<p>As branding and digital experts, we know the importance of using social media to build your network and get yourself out there. As part of our digital offer, we can develop and manage your social channels, helping you to promote your product, grow your audience and do it in a way that sits in line with your brand.</p>


Making the Most of Social Media

<h2>The year is 2057. The scene is central London. People are going about their business in much the same way as we do today; they pop into shops, chat on street corners, hail cabs. Of course, there are a few noticeable differences. The gadgets are shinier, the air is smoggier, nobody is wearing socks.</h2>
<p>Yes, you read that correctly: nobody is wearing socks. And no, this isn’t a new sockless trend that has swept the nation. It’s a simple necessity. The world has warmed to such an extent that no one has a need for socks anymore. It’s just too hot to be wearing a skin-hugging, foot-insulating blend of cotton and nylon within each shoe.</p>
<p>An unfortunate but unavoidable side-effect of this development is that the sock industry has all but collapsed, forcing many former sock factory employees to embark on new careers as climate change consultants. Of course, sock-wearing communities still exist in such remote places as the Outer Hebrides; however, even they have been flirting with the idea of joining the rest of the nation in ‘going sockless’.</p>
<h3>A new freedom</h3>
<p>In the national news, there are feel-good stories aplenty as individuals complete lifelong ambitions and realise personal pipe dreams. All made possible because they no longer feel burdened with the time-consuming task of pairing socks, or the debilitating worry of being seen in public wearing odd socks, or worse, holey ones.</p>
<p>By 2100, the V&amp;A Museum will have opened a highly anticipated Sock Wing, where grandparents will take their young grandchildren to sold-out exhibitions including ‘Socks Through the Ages’ and ‘Socks of the 2000s’. Pointing at the different exhibits, grandparents will reminisce about particular models of sock and say to their grandchildren “believe it or not kids, everyone used to wear these&#8221;; at this, the children will laugh uncontrollably, as if that were the most ridiculous thing in the world.</p>


The Demise of the Sock

<h2>Saturday morning. Brixton, London. 1967.</h2>
<p>The dull thud of boot on ball is followed by an excited cheer; a group of children celebrate slotting a football between the two jumpers thrown down as makeshift goalposts on their local street. Down the road, a car revs into life. A bonnet slams shut. And a set of jump leads are returned to their owner with an appreciative smile and a promise to return the favour soon. Door knockers rattle as neighbours pop next door for a chat. Lawnmowers hum gently in the background, and further cheers ring out as another goal flies in between the jumpers.</p>
<p>In the midst of all this, a nine-year old Steve Edge emerges with his brothers and cousins for a piece of the action.</p>
<h3>A strong community of renters</h3>
<p>This isn’t just a picture of Steve’s childhood. It’s a picture of a community in its prime. A community of young families, elderly couples, single parents, newlyweds, labourers, librarians, nurses, accountants, actors, artists and small business owners. While their backgrounds, occupations and incomes may differ greatly, these people have one thing in common: living in rented accommodation.</p>
<p>Fifty years on, and renting is experiencing a major resurgence. The influx of PRS (Private Rented Sector) accommodation in the UK has been driven by rising house prices and a lack of social housing, but also by a significant shift in values from one generation to another.</p>
<p>Today’s young professionals aren’t putting down roots as quickly as their parents or grandparents did. And this isn’t only because they can’t afford to buy houses or start families. It’s also because they value flexibility: the flexibility to move cities or even countries for jobs and opportunities, the flexibility to return to university or travel without the burden of house maintenance and mortgage payments. It’s this flexibility that makes renting an attractive option.</p>
<h3>The downsides of flexibility</h3>
<p>But this impermanence is proving particularly problematic for inner city communities. The tendency to value flexibility over stability – paired with the fact that rising rents are forcing existing communities apart – results in a situation where it isn’t uncommon for people to change accommodation year by year. This in turn means people aren’t committing, or simply can’t commit, to a given neighbourhood long-term. Together with the diminishing amount of social housing, this is leading to the breakdown of communities in many cities across the UK.</p>
<p>What’s more, this trend isn’t set to change any time soon. It’s predicted that by 2025, over 60% of 20 – 40 year olds will be renting. These figures may be shocking. And they’ll certainly be worrying for many aspiring homeowners. But they aren’t anything new. In the post-war period, less than a third of UK households were homeowners. And of those born in 1958, 48% spent at least part of their childhood in social rented housing.</p>
<p>But despite the prevalence of renting at this time, communities flourished.</p>
<p>As part of the 1958 cohort, Steve experienced this first hand; he grew up in a strong, diverse community of renters in London. Of course, the key difference today is that it’s PRS, not social housing, that occupies most of the rental market. But this doesn’t mean that today’s PRS developers can’t learn from the success of social housing communities like Steve’s, and lead the way in addressing the breakdown of communities in cities across the UK.</p>
<h3>Looking to the future</h3>
<p>As it stands, developers are missing the mark when broaching the subject of community. All too often, hoardings and adverts for newly built PRS developments bear sunny images of beaming models; these are accompanied by generic marketing messages like ‘a vibrant new community’ or ‘discover your new lifestyle’.</p>
<p>Messages such as these are widespread across UK cities, yet beyond selling the apartments and houses, few developers have any intention of nurturing a sense of community.</p>
<p>The trend for developers to fabricate communities through marketing messages and sell lifestyles that they will rarely follow through on is worsening the problem. And audiences are getting wise to it. In order to relate to their customers and spark some wider positive change when it comes to building communities, developers need to shift the focus.</p>
<p>Instead of empty lifestyle messages and promises of community, they must consider what a real community of renters looks like. Then, they need to set the scene for this to grow naturally.</p>
<h3>Enabling true communities</h3>
<p>As someone raised in a thriving community where renting was the norm, Steve is well-placed to address the topic. He understands that communities are based on something shared: a shared place, a shared way of life. The role of the developer or housebuilder isn’t to half-heartedly impose empty ideas of community; instead, it should be to lay the foundations for communities to grow from the ground up.</p>
<p>It’s about channelling this understanding into today’s market – a market which desperately needs to support and nurture real, healthy communities in the growing number of PRS developments across the UK. As the problem of failing communities escalates, there is a unique opportunity for developers to buck the PRS industry trend, actively foster new and existing communities, and place themselves at the forefront of positive social change in what can be seen as a cold, hard-hearted sector.</p>


Generation Rent & the Problem of Community

<h2>We’re delighted to get Fusion Students out there with a new look website.</h2>
<p>As student accommodation providers, Fusion needed a website that would put a spotlight on their different UK locations; we needed to really set them apart from the crowd.</p>
<p>With this in mind, we started by researching the wider market. We reviewed competitors and identified common search terms and key words in the student accommodation sector. Having found that students tend to focus their searches around location, we majored on Fusion’s locations in our website build and SEO strategy.</p>
<p>Then it came to setting Fusion apart from the rest. We developed a distinctive tone of voice to capture the character and personality of the brand. We then included a video on the website homepage, channelling the vibrant lifestyle on offer at Fusion, and encouraging people to further explore the site.</p>
<p>Additionally, we also helped Fusion reach their extensive Chinese audience, with a Chinese translation built into the Content Management System.</p>
<p>Check out the <a href="https://www.fusionstudents.co.uk/" target="_blank" rel="noopener noreferrer">new Fusion Students website</a>.</p>


A New Look for Fusion Students

<h2>It’s often thought that men’s fashion came into its own during the Georgian period. It was around this time that the likes of Beau Brummel pioneered the latest trends; this in turn encouraged gentlemen to take great pride in their appearance.</h2>
<p>One of the materials which found prominence at the time was velvet, a soft woven fabric offering great insulation; this was a highly appealing feature in the 18th century, given the lack of central heating.</p>
<p>While most materials degrade as they age, velvet is known for its longevity, gaining character the more it’s worn. Over the years, it has woven its way into all corners of pop culture, inspiring the 1951 hit song Blue Velvet, which then triggered David Lynch’s film of the same name. The material also needled its way into the food industry, influencing the popular Red Velvet cake, which got its name on account of its smooth velvety texture.</p>
<p>This far-reaching influence hasn’t gone unnoticed in the Steve Edge wardrobe. Honouring the Beau Brummel tradition, Steve owns a diverse selection of velvet suits, spanning purples, greens, blacks and blues. Each and every one is made by Steve’s close friend and trusted tailor, Oliver Benjamin. You can find Oliver&#8217;s store on Bride Lane, just off Fleet Street.</p>
<p>With winter at its peak, Steve is currently keeping toasty in blue velvet, giving the legendary garb the representation it deserves out on the streets of London.</p>


‘He wore blue velvet…’ Steve brings back the velvet suit

<h2>What’s in a name? cries Juliet, questioning why something as simple as a family name should keep her and her beloved Romeo apart. It’s not an unreasonable argument. Most of us would agree that a name is no more than a label, a tag that has little bearing on us as people, an arbitrary term that certainly shouldn’t affect our decisions and life choices.</h2>
<p>But Shakespeares, Montagues and Capulets aside, many psychologists and sociologists believe that our names actually have more influence than we give them credit for. Some theorists even suggest that our names can directly affect our lifestyles, hobbies and professions. So might there be something in a name, after all?</p>
<p>As a man who goes by the name Edge, Steve has been pondering the possibility that his name has in some way influenced his choices in life. And there certainly seems to be something in it. True to the Edge moniker, he’s always existed aside from the norm, pushed boundaries, strayed from the crowd, adventured off the beaten track. And sometimes quite literally, he&#8217;s lived life on the edge.</p>
<h3>Looking to history</h3>
<p>But Steve isn’t the only one. Throughout history, there have been many strange coincidences between a person’s name and their profession or pastime. Igor Judge rose to become Lord Chief Justice of England and Wales; William Wordsworth remains one of Britain’s best-loved poets; Dr Brain replaced Sir Henry Head as editor of the neurology journal, Brain; and Sue Yoo is still a prominent American lawyer.</p>
<p>By the ‘90s, there were enough instances of this peculiar phenomenon for it to become a fully-fledged scientific theory. This theory was named nominative determinism; it suggested that people tend to gravitate towards areas of work and life that fit their names. The story goes that the theory was first coined when the New Scientist’s John Hoyland heard about a paper in the British Journal of Urology written by JW Splatt and D Weedon. Shortly afterwards, Hoyland came across a book about the arctic by Daniel Snowman.</p>
<p>Of course, nominative determinism isn’t the sturdiest of scientific theories, and it fails to explain those numerous – and often humorous – people whose names sit completely at odds with their professions. Doctors De’ath, Payne and Gore managed to overcome the obstacles of their unfortunate surnames to qualify as medical professionals. Jaime Sin, meanwhile, was made a cardinal by Pope Paul VI, becoming, you guessed it, Cardinal Sin. Then there’s those countless people whose names don’t seem to bear any relation whatsoever to their jobs, hobbies or pastimes.</p>
<h3>Nominative determinism in action?</h3>
<p>But let’s put counter examples aside for a moment. Could it be that, on some level, we’re all unconsciously drawn to walks of life that suit our names? Even though they might just be labels, our names are so bound up in our sense of self that it isn’t inconceivable to think that they may inform our choices in some way – whether we know it or not.</p>
<p>Exploring this idea of implicit egoism, American studies found that people called Florence were more likely to move to Florida; Georges to Georgia; Virgils to Virginia, and so on. Perhaps some of us feel the need to fulfil our names, or live up to our tags, so we find ourselves – consciously or unconsciously – drawn to certain places, professions or pastimes.</p>
<p>But it’s important to avoid confusing nominative determinism with the old tradition of naming a person according to their job. All those Bakers, Taylors, Smiths and Millers got their names because of their jobs, rather than vice versa.</p>
<p>Whether you buy it or not, nominative determinism is a fitting, or at least amusing, explanation for those gardeners named Flora, those dentists named Dennis and those jewellers named Jules. Steve recently came across another example in support of the theory when he met a fitness instructor called Denise Bends.</p>
<p>Is there something in a name, after all?</p>


What’s Really in a Name?

<h2>After browsing the long list of fantastic, imaginative entries, we are now proud to announce the winner of the Steve Edge Christmas competition!</h2>
<p>Congratulations to Regina Poon, who was spot on when she guessed that Steve had a fly rod, a fly reel and a bottle of champagne in his Globetrotter suitcase.</p>
<p>Regina will now enjoy an action-packed day of outdoor adventure with Steve. She’ll go fly fishing for trout in one of Steve’s favourite fishing spots, before indulging in a delicious lunch served with a generous helping of bubbly conversation and sparkling champagne.</p>


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Steve Edge Design.

Fenwick At Home

Blackburn & Co

Real Estate

Luxury

Professional Services

Hospitality & Leisure

h4.comp-fsj-heading-0:hover {color: #1e66df !important;} @media only screen and (max-width: 979px){h4.comp-fsj-heading-0 {color: #1e66df !important;}}Design Council: Design for Planet 2024

h4.comp-fsj-heading-1:hover {color: #627119 !important;} @media only screen and (max-width: 979px){h4.comp-fsj-heading-1 {color: #627119 !important;}}Steve Edge on fly fishing podcast, My Kind Of River

Construction

Property Marketing

Design Council: Design for Planet 2024

Steve Edge on fly fishing podcast, My Kind Of River