MediaWorks’ The Edge launches new brand identity and campaign via Hello

One of the country’s largest entertainment brands The Edge has been given a brand overhaul for the first time in five years, developed by Hello.

The Edge is the number one station for all people 18 – 39 years of age, with 581,200 active listeners across key airwave slots from breakfast, workdays, afternoon and evenings.

Says Amanda Midgley, head of marketing, MediaWorks: “We needed a powerful new brand identity to help us showcase the ever-changing pop culture landscape. The Edge has become a true companion, a bestie if you like, to our incredibly important 18 – 25 year old audience and the new brand platform positions The Edge strongly as we head into the peak summer period.”

The work was produced under the watchful eye of Leon Wratt, director of content, Mediaworks, who has his finger on the pulse when it comes to the latest trends in culture, entertainment, music and talent.

Says Lee Gilmour, senior marketing manager, MediaWorks: “We’re incredibly proud of the work. The brand is all about lighting up our listeners’ lives and the campaign has really hit the mark, both internally with our talent and externally with our audience right across New Zealand.”

Says Damon O’Leary, creative director, Hello: “It’s a privilege to work on an iconic brand like The Edge. It’s been a great, collaborative effort and I think the consistency helps the brand stand out, plus its striking identity captures the excitement and feel-good vibe of the brand.”

The campaign is currently running across TV, digital out of home, print, digital and social platforms.

Client: MediaWorks
Director of Content: Leon Wratt
Head of Marketing: Amanda Midgley
Senior Marketing Manager: Lee Gilmour
Marketing Manager: Sidney Collett
Content Director: Casey Sullivan

Agency: Hello
Strategy Director: Deborah Simpson
Creative Director: Damon O’Leary
Design Director: Matt Hammond
Managing Director: James Polhill
Photography: Troy Goodall