Overview:
Edge is a bold new player in the performance supplement industry, designed specifically for stock traders seeking sustained focus, clarity and energy throughout the trading day. The founding team approached us with an early stage concept and a clear ambition to create a product that would help traders find their edge. With no existing brand, product or identity in place, our task was to shape the foundation of the business from the ground up. This included strategic positioning, naming, copy and creative direction for a market that had not yet been defined.
Objective:
Our objective was to build a distinct and high performance brand that would resonate with traders and professionals in high focus environments. We developed the name Edge to reflect the brand’s core promise, to help customers sharpen their competitive advantage. From there, we led the creation of brand messaging, positioning strategy, visual identity and packaging direction. This foundational work was designed to ensure Edge launched with a clear sense of purpose, a strong market position, and a compelling customer narrative.
Challenges:
1. Category Definition:
With no clear market precedent, we were tasked with creating a unique category at the intersection of health supplements and financial performance. The brand had to feel both credible and aspirational while appealing to a highly specific audience.
2. Visual Differentiation:
The brand needed a design system that would stand out visually from traditional supplement brands, while still maintaining clarity, professionalism and trust.
3. Strategic Positioning:
We had to ensure the product’s benefits were communicated clearly without relying on typical wellness language. The challenge was to translate the product’s formula and function into a focused value proposition for a niche demographic.
Process:
1. Research & Discovery
2. Naming & Positioning
3. Strategy & Messaging
4. Design & Experience
5. Pricing & Packaging
6. Launch & Guidelines
Outcome:
The result was a confident and original brand that captured the precision and ambition of its audience. Edge launched with a clear narrative and striking identity that stood apart from traditional supplement brands. The brand strategy informed not only the design and copy, but also influenced product development and future growth plans. With the foundations in place, the business was positioned to enter the market with clarity, confidence and a highly differentiated offer.
Achievements:
1. Foundational Clarity:
Developed the name, strategic positioning and messaging that would form the basis of all future marketing and product decisions.
2. Distinct Identity:
Created a unique visual and verbal language that stood out in the market and resonated with high performance traders.
3. Market Readiness:
Delivered a complete suite of brand assets, copy and packaging direction to ensure a confident and consistent market launch.
