When we first launched Edna, like most start-ups, it was scrappy, slightly chaotic, and we pretty much took on any project that came our way. While there was something special about that period, nearly five years later, we're well past the start-up phase. We'd evolved as a business and so had our clients' needs. Our offer needed to do the same.
Today, we're launching a more refined, more specific offer that we're calling brand-first. Building, refining and redefining brands will be our priority moving forward. We’ll still be producing campaigns, designing digital experiences and creating great still and moving image as we do now, but we’ll be taking a more holistic view. Ensuring everything we create for our clients connects with the right audience in the right way— strengthening their brand, adding value and ultimately their improving their bottom-line.
It won’t change the kind of businesses we work with now, or the ones we want to work with in the future. We don’t like to box ourselves into specific sectors. What matters to us is partnering with brands that have the ambition to challenge convention and do things differently. Sometimes that means asking why B2B brands have to play it safe, like we did with Motia (VIEW CASE STUDY), or helping established names like Lowe Alpine (VIEW CASE STUDY), stay relevant.
This might not seem like a big shift from the outside, but for us, this is a culmination of our learnings, as well as a reflection of other changes that we’ve seen in the world all around us.
Brands play an increasingly important role in our lives, the brands we consume and engage with shape how we define ourselves. But they’re no longer the grandiose, unmoving objects they once were, modern brands need to flex and adapt to the lightning-fast pace of culture today. Navigating this can be challenging to say the least. As your creative partner, we can support you in developing strong creative and strategic foundations that will underpin your brand wherever it goes.
As anyone who’s spent time on LinkedIn lately, or read the headlines in any major media outlet, will know - AI is apparently coming for our creative jobs. Yes, AI is undoubtedly a powerful tool that will reshape the creative industry, but perhaps not in the ways that we’re told...
In today's hypercompetitive marketing landscape, your brand can be your most valuable asset as a business, differentiating you from your customers and giving you distinctive assets by which your customers remember you. To do this successfully requires your brand to be different from the rest. Current AI models do not have the ability to create something unique; by definition, they compile extracts of what already exists. So, if your goal is to build a brand that genuinely stands out and feels different, AI isn’t going to be the most effective tool to get you there.
So, how the hell does this relate to brand-first? AI will undoubtedly make it easier than ever to visualise ideas, and improve the tools we use. But we believe true creativity in branding will become critical for businesses to succeed: as it becomes increasingly difficult to escape the algorithm of average.
That’s where Edna comes in.
We’re not for everyone. If you’re happy for your brand to look and feel like a carbon – copy of your competitors, we’re not for you. But if you’re committed to different (and as a result, better) and you appreciate the value of creativity in modern business, then let’s talk.
See you on the other side.
One last shameless plug to view our latest case studies HERE.
