CLIENT
Digital Edge
PROJECT
Bridging the digital divide in Asia.
DISCIPLINE
Brand Strategy, Brand Identity, ESG Reporting
Created by a team of highly experienced founding partners, Digital Edge DC was established in 2019 with the vision of bridging the digital divide in Asia Pacific.
The objective was to build Asia’s premier innovative digital infrastructure platform, unlocking new sources of growth in burgeoning markets untapped by the traditional global players.
This would be driven by setting up state-of-the-art energy efficient facilities to power local, regional and global ecosystems across key Asian markets, and by connecting industry players’ forays into emerging markets in the region.
Digital Edge needed a brand created and brought to market in a matter of weeks that would project this bold ambition and stand apart from the established industry old guard.
The identity created for Digital Edge DC intentionally pushed against the norms of the industry with their predominantly reserved palettes and manufacturing-style symbols.
The orange colour of the primary identity symbolises a new dawn in the industry with ‘eastward’ focus, while the arrangement of characters in the symbol represent the foundation of data and storage and the growing opportunities for the industry in the markets of Asia.
In addition to developing the Digital Edge identity, we worked with the Head of People & Culture and the C-Suite to develop the defining values for the organisation to guide recruitment, policies and behaviours: EXCELLENCE, GRIT, RESPONSIBILITY, INNOVATION and RESPECT.
Since 2022, we have also partnered Digital Edge in presenting the company’s sustainability policies and progress in the form of its annual ESG Report.
This is a critical document in outlining Digital Edge’s commitments and achievements, and needs to balance effective and transparent communication with being an important manifestation of the brand’s values and identity.
Within five years of launch, Digital Edge has grown rapidly to become a business with 17 data centres across 6 countries in Asia, and a total power capacity of 500 MW and counting.
Just as importantly, for a young business Digital Edge is conscientious in living its values and striving to be a leader in responsible data infrastructure – doing the best by the region in terms of balancing the needs of mass connectivity and data access with the principled management of natural human and technical resources.
