The largest of start-ups
What we did
New logo and brand identity
Brand book
Brand collateral
Website – content, design, development and SEO
Integrated launch package
Tags
Date Spring 2022
With over $35 billion invested globally in digital infrastructure assets, Digital Colony (now Digital Bridge) is one of the largest financiers in their field. A joint venture with the Anglo-American telecoms giant Liberty Global created a start-up business that would begin life with over 100 edge data centres, spread mainly across Europe.
The problem
Starting a business can be a difficult process, particularly when trying to launch a brand globally. Defining the core messaging of an enterprise with no history or track record requires delicacy and expertise, and building brand assets that work on an international stage is an intricate process.
The solution
Berkeley Communications was brought in to work alongside Digital Colony and Liberty Global on the project, defining the company’s brand narrative and building an identity around this for them. Core assets included branding, a website, a video, sales and marketing assets, along with a PR and comms strategy.
The first step saw stakeholders from both investors brought together in a series of storytelling workshops, hosted by the agency’s CEO and Chief Storyteller, Chris Hewitt, and the Berkeley Director of Brand Communications, Matt Smith. These workshops outlined and shaped the new business story, examining exactly how and why the company does what they do, and how that sets it apart from its competitors – ultimately provided the foundations on which to build the identity.
Next we created a name and brand that fit with this narrative – AtlasEdge. Drawing on a modernist aesthetic, a look and feel was developed which sought to distance the new company visually from its clichéd tech imagery focused competitors.
Following this, the content, design, and development teams set to work producing the brand book, core marketing assets, and developing the new website. Ambitious milestones and delivery deadlines were met through a continuous dialogue between the stakeholders and Berkeley Communications.
The brand and website launched on time and has since received plaudits from stakeholders and clients alike.
Duncan White, Communications & Marketing Director, AtlasEdge commented “Internal and external stakeholders are pleased with Berkeley Communications’ quality work. Customers have praised the website, and the client is happy with its look and feel. The team stands out for their flexibility, and they stick to deadlines and have a great understanding of the client’s needs.”
Berkeley is proud to continue supporting AtlasEdge in its ongoing marketing and web activity and looks forward to delivering additional services as the relationship grows.
