Print

Rue 57
PROJECT:
A thriving brasserie-cum-sushi bar since 1999, Rue 57 challenged us to revitalize their brand identity while preserving their distinctive character. Drawing from Rue's existing materials, we tailored fresh design elements to compliment their signature look--Parisian elegance with a Japanese twist. Harking back to a romantic, pre-plastic era, speckled parchment undertones were selected for Rue's press folders. Genteel fonts reminiscent of hand-quilled letters and French Art Nouveau further accented the Old World feel. Our inspired photography highlighted Rue’s eclectic ambiance while providing tantalizing images of uncommonly haute cuisine.

SERVICES:
- Brand Re-furbish
- Menus
- Photography
- Collateral
- Advertising

Smithsonian Institute
PROJECT:
Heralded as two great museums in one incredible place, the Reynolds Center needed an impressive event identity, invitations and collateral to convey the importance and majesty of its reopening after six years of renovations. Housing both the Smithsonian Institution and the National Portrait Gallery, and located in Washington, DC's new downtown neighborhood, Edge based the identity and artwork upon the graceful architectural details of the building itself; pulling inspiration from the rich exterior and dramatic interiors. The invitations set the tone for a week of events and conveyed the institutions elegant renovated style. A lush palette of metallic foils and rich paper materials confirmed this launch a success.

SERVICES:
- Brand Identity
- Illustration
- Collateral

Big Leo Productions
PROJECT:
With a distinctive personal approach and top-notch talent, Big Leo Productions specializes in artist representation and full-service production. Born of an astrologically-themed social affair which drew enough creative talent for Big Leo's founder to form her own agency, this company had a sizable presence and personality from the start. When Big Leo came to us seeking irresistible bait, we developed a slick promotional system to help them snare the best and brightest prospective art buyers, magazines, and ad agencies. With a salute to Big Leo's novel beginnings, shining talent, and luminary clientele we designed a razzle-dazzle series of interchangeable photo promos showcasing each photographer's Sun Sign and shooting finesse.

SERVICES:
- Collateral

TAO
PROJECT:
Renowned for their critically acclaimed Pan-Asian cuisine and trendy Zen-lounge aesthetic, Tao has already impressed the best in New York City. When the masterminds behind Tao decided to bring their sense-drenching delights to The Venetian Hotel in Las Vegas, Edge launched the effort with one goal in mind: luring a hipper-than-thou celebrity crowd. Ensuring we met our own brand standards, we designed large-scale signage which covered the exterior of the Venetian Hotel in Las Vegas and hotel collateral featuring the ubiquitous Buddha and Tao's signature Asian flair. Pushing the envelope, we juxtaposed the corporeal with the divine in a titillating new advertising campaign which suggests the sensual and the spiritual just might dissolve behind Tao's velvet rope.

SERVICES:
- Brand Identity
- Menus
- Environmental Signage
- Photography
- Collateral
- Advertising

AAF Contemporary Art Fair
PROJECT:
The AAF Contemporary Art Fair (AAF) is an egalitarian venue which provides open access to the art world. At the NYC fair, both new and established collectors can discover and buy art from first-rate galleries. Hosting more than 100 galleries from around the world, AAF desired eye-catching ads and sleek, coordinating collateral to present their 2005 event with distinction. Our design incorporated a functional grid system, saturated colors and the repetition of concentric circles which represented the interconnectedness between artists, buyers, collectors, exhibitors, and the public. Providing a simple, modernist backdrop, our collateral gave gallery highlights center stage.

SERVICES:
- Collateral

Industry Productions
PROJECT:
Industry Productions came to Edge to re-position them as a go-to production company in the world of film and print. After we devised a brand strategy that incorporated their three companies; photo agency, production company & locations firm, we designed our first print effort: two eye catching advertisements for Le Book. We then attacked marketing materials to expand their existing client base and launched a simple HTML website to communicate their service offering to the industry.

SERVICES:
- Collateral
- Advertising

Playboy
PROJECT
It was pure pleasure working with an iconic brand such as Playboy. We had a blast searching through the playboy archives to find the perfect bunny to grace the cover of Chris Coco's release, "Chillin at the Playboy Mansion." With an extremely tight deadline and a desire to communicate an understated sexiness, we succeeded in designing a slick, bubbly album package to suit the ambient compilation. The album was met with great success.

SERVICES:
- Packaging
Edge Lab Inc. - Two Columbus Avenue #12C, NYC 10023 Tel: 917-373-4117 - info@edgelabinc.com