Hello brand refresh for The Edge

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AUCKLAND, Today: MediaWorks radio station The Edge has gone live with a brand refresh this morning – its first in five years, courtesy of full-service agency Hello.

The Edge’s visual identity now has a “dynamic” new colour palette of red, pink and blurple, and an interactive out-of-home, social and online campaign.

MediaWorks head of marketing Amanda Midgley said, “Time moves fast with youth-focused brands. Trends change – our audience is hungry for what’s fresh, new and now.

“A refreshed MediaWorks website also went live today.”

“We felt it was time to update our visual identity to meet the market. We always want The Edge to feel fun, exciting and fresh. So that’s just what we have delivered!”

“The new design provides a better user experience and the opportunity for higher audience engagement with the introduction of better navigation,” said Midgley.

“Commercially, the new website gives MediaWorks the opportunity to introduce a new ad architecture that not only improves viewability but brings with it new exciting advertising and native formats.


Agency: Hello Limited
Strategy Director: Deborah Simpson
Creative Director: Damon O’Leary
Design Director: Matt Hammond
Managing Director: James Polhill
Client: MediaWorks New Zealand Ltd
MediaWorks Head of Marketing: Amanda Midgley
MediaWorks Senior Marketing Manager: Lee Gilmour
The Edge Marketing Manager: Sidney Collett
The Edge Content Director: Casey Sullivan

About MediaWorks
The company owns outdoor media, and owns and operates radio brands The Edge, The Rock, More FM, The Breeze, The Sound, Mai FM, George FM, Magic, Today FM, Humm FM and rova.

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