Identity

Pratima
PROJECT:
Renowned Ayurvedic expert and doctor, Pratima Raichur came to us to freshen her existing identity. Beginning with a custom-drawn lotus flower that represented the inner divine and parallel between the spiritual and physical planes, this logo was then used as inspiration for print items including a stationery system, and product and service cards. We finished with a photography series that drew on the herbs and elements in her all-natural product line.

SERVICES:
- Brand Identity
- Collateral
- Packaging

Ida Mae
PROJECT:
As our first restaurant client, we were lucky Ida Mae allowed us to take chances. With a delicious blend of Southern fare and French nouvelle cuisine, Ida Mae needed an identity that attracted an picky urban audience while still remaining loyal to southern roots. Moving into the middle of NYC's Fashion District demanded we design a simple, yet standout identity that could translate across a variety of mediums.

For the Type we blended two opposing fonts to compliment the signature blend of cuisine while illustrating a modern fan to show some love to the chef's grandmother's hot, southern kitchen. The logo was cut into brushed steel for the entrance awning and to attract passerby's to the striking yet simple entry. We pulled the logo in blue vinyl on the glass facade and carried the look through three sides of the restaurant. Since the launch Ida Mae has established itself as the go-to dining hot spot for fashionistas who demand good cookn'.

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

Nantucket Film Festival
PROJECT:
Changing its look and feel each year to attract new waves of talent and celebrity, the Nantucket Film Festival required sensational re-branding for its 10th anniversary. Inspired by the island's idyllic setting and the festival's theme, "Sand, Story, Screenwriters", Edge imbued NFF's materials with expressive color and strength. Likening the filmmaking process to water in motion, we chose Hokusai's Great Wave to represent the festivalís rising success and showcasing emerging film talent. To heighten interest in the week's events, we designed high-impact advertising and collateral including a 100 page full-color catalog, a first in the festival's history.

The foundation was a strong type treatment that could be used independently or separated into distinct elements. Materials included: sponsor pitch book, collateral, film catalog, tickets, film passes, eye-catching posters, bold advertisements, event signage and more. Incorporating a strong use of color, texture and layered pictorial elements, we conveyed the spirit of the festival and attracted great interest in materials that are traditionally more functional then beautiful. The buzz on the Island come festival time made us feel like we'd won the audience award. All print materials were printed digitally to offer a cost effective solution for this hard working non-profit.

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

JJ Appleton
PROJECT:
When New York City rocker JJ Appleton approached us to design his UK debut album "Someone Else's Problem", we were delighted. Having worked on his last two US records, we were excited to create a strong look and feel for his European release. Beginning with a fun type treatment to push the theme of unraveling, we worked with JJ to draw original doodlings and musings we used to inspire the illustrations. High-impact yellow, combined with minimal black and white was a strong support to the spare cover design and hand drawn elements. We designed the album, single release, collateral and recently finished producing his video debut (air date: September 06).

SERVICES:
- Brand Identity
- Collateral
- Packaging
- Photography
- Video

Nico DeSwert
PROJECT:
Accomplished floral designer and interior stylist, Nico De Swert, demonstrates the dazzling possibilities of floral expression in his exquisite book, Living with Flowers (Abrams, 2005). Edge instilled Nico's brand with elegant presence and drew greater attention to his breathtaking work through sophisticated print materials. As he allows the color, stance, and texture of a flower's personality to inspire his design, so we, in turn, allowed the essence of Nico's style to inform our design choices. Drawing from the fonts featured in his book, Edge reinforced Nico's brand identity with a handsome archival script, giving our version slight imperfections to reflect the natural variations within his organic medium. We letterpressed his logo into a stiff uncoated classic crest 130# stock and printed large press folders with full bleed imagery to further highlight the gorgeous photography.

SERVICES:
- Brand Identity
- Collateral

NAUM
PROJECT:
From day one we knew NAUM was going to be a success. A sexy new fashion line, NAUM had a look to their designs that exuded Haute flavor. Edge carved a clean and strong fashion type using thick and thin lines and ended with a truly graceful logotype. We used the logo in a series of simple and solid materials; oversized fashion tags for the clothing and slim micro tags for the knitwear, eye catching line sheets and sleek collateral material. For the business cards, we used two-ply black museum board and foil-stamped the logo in gold for their Honolulu office, and chose a white 165lb classic crest stock that we engraved with a custom blended gun metal grey ink for their NYC counterpart. Since launching, NAUM has enjoyed loads of attention in the likes of Vogue, Absolute, and Gotham as well as W magazine's "Best of New York Collections" 2005.

SERVICES:
- Brand Identity
- Collateral

Moses & Singer LLP
PROJECT:
Moses & Singer is an 85-year old law firm who was looking for a fresh look and feel for their firm. In addition to retooling their identity, M&S was making a move to the Chrysler Building and wanted to showcase their solid century of experience, in a field of law firms that come and go. Edge worked to update their identity and develop a series of announcements that would assist them through a smooth transition.The new logo was established using two traditional fonts providing a slight deco feel to compliment their new digs. We added the Chrysler name and address in complimentary fonts to establish a strong block of text for all company materials.

The next challenge was to develop a move notice announcing their relocation to the iconic Chrysler Building. Edge wanted to clearly communicate their legal services offering, and attract a new set of clientele without ignoring the tenured clients that appreciate the understated elegance of the firm. We created an announcement using a classic Chrysler image interpreted in a new, contemporary way. We integrated the firm's "tile stripe" that had been used for years to speak to the longevity of the firm and to remind their clients that even with change, the firm was still the same trusted place they knew and relied upon.

SERVICES:
- Brand Identity
- Collateral
- Illustration

Bolzano
PROJECT:
Bound to be a star of the Broadway theatre district, Bolzano's founding vision fused uptown sophistication with Mediterranean hospitality to achieve mass appeal. Though branding itself as an Italian restaurant, we felt Bolzano's designer ethos called for a touch of Old World distinction. Using rich tones, affable fonts and Florentine motifs to accent our customized collateral system, we infused Bolzano's contemporary aura with village warmth and ornamental flourish.

Inspired by the bold typography of vintage European travel posters and the rustic palettes of the Italian countryside, the brand identity system we designed for Bolzano's subtly evokes desirable destinations and simpler times. Recalling the culinary roots and provincial charm of deep rural Italy, the face of our menus feature a young boy carrying two loaves of bread. Suggesting nourishment and continuity of tradition, this bread-bearing lad invites Bolzano's guests to imagine sharing a nostalgic, if fictitious, "Sunday Dinner with Aunt Ruth."

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

The Diner
PROJECT:
When we first met the owners of The Diner we were very impressed with their casual flavor. They had great ideas for their NYC, Meatpacking District restaurant, and wanted us to establish their brand as a go-to all hours hot-spot. Having seen a load of retro diners pop up we thought it best to create a more inspired approach to this property. Edge wanted to give a nod to diners past while still creating an atmosphere where partygoers could meet for drinks. After researching an enormous amount of diner history, we developed a fresh logo that called to diners past yet shouted a new distinctive identity. We created an enclosed mark that incorporated a worn texture with hints of Americana. For the print materials we used brown Kraft paper and created a hand stamped feel. The menus featured a retro treated "classic diner shot" for the cover. And all of the collateral materials added their own piece of fun: full color diner-car placemats, color-in kiddie menus, brown paper oversize-stamped "lunch box" to-go boxes and employee uniforms completed the look.

For the facade, we hand-lettered the fascade with the restaurant name and zippy slogans like "booth service" and worked with state of the art craftsmen to paint the building and affix black and transparent vinyl logos to the 12 exterior glass doors. We also re-designed two existing black lightboxes into fresh new neon signs while adhering to the strict landmark commission demands. Since opening, The Diner has been packed 24/7 and the neighborhood is thrilled to have a new comfort food hotspot open all hours.

SERVICES:
- Brand Identity
- Menus
- Collateral
- Environmental Signage
Edge Lab Inc. - Two Columbus Avenue #12C, NYC 10023 Tel: 917-373-4117 - info@edgelabinc.com