A Strategic Perspective
NewEdge’s work differs from the work of many design and advertising firms because NewEdge is inherently a strategy firm. As such, NewEdge begins by developing the corporate identity strategy with the client and then moves to develop materials that will support that strategy. In addition, NewEdge is not wed to a particular medium. We do not receive compensation as a function of how much of the materials are print versus audiovisual. Thus, we make unbiased recommendations regarding corporate identity, branding, positioning, and advertising.

Customized for your target markets
NewEdge has extensive experience across a broad range of industries. That experience greatly enhances NewEdge’s ability to identify the communication needs and search behaviors of your target market. We understand the difference between targeting a quality control manager versus a CFO versus a homeowner in designing materials and communication strategies.

Services Offered:

• Corporate Identity Development
• Corporate Testing
• Logo Development
• Logo Testing
• Masthead Design
• Masthead Testing
• Name Development
• Name Testing
• Tagline Development
• Tagline Testing
• Graphic Design of Collateral
• Collateral Development
• Collateral Testing

Identifying the right media
The explosion of media has increased the difficulty of choosing media. NewEdge identifies the publications your target market actually relies on as opposed to subscribe to for the kinds of information you seek to present. While an organization may subscribe to numerous publications, many go unread. Those that are read are read by different groups within the company (e.g., VP of R&D versus the Operations Manager). We identify what is being read and by whom to provide you with the most effective communication strategy.

Identifying the right message
While your product likely meets a wide range of needs, there are only a few needs that are of the greatest concern to your target market. Identifying those needs and stating them in the language your audience uses to describe them is the most impactful way to motivate someone to read your advertisement. NewEdge identifies those product attributes that will drive the reader to the point of inquiry – through your website or a phone call.

Creating a coordinated communication plan
“The Medium is the Message” is a phrase originated by Marshall McLuhan, who was to communications what Freud was to psychology – stimulating new thinking and popularizing its principles. This obtuse phrase means that each medium (e.g., trade magazines, newspapers, television, etc.) carries its own message. Televisions message is entertainment while a newspapers message is timely information. Taking this into account, NewEdge develops a communication plan with an overall goal that is then implemented in a highly consistent way across media but that leverages the inherent message of the medium.