ABOUT

Concept:

This year we've been working with Lateral Edge. Lateral Edge is a new business founded by Fred Bassett created to provide consulting services and develop founders and entrepreneurs of start-up/scale-up businesses, based on scientific innovation. The services include commercial and marketing strategy, along with mentoring and coaching.

Execution:

We worked with Fred to gather information on Lateral Edge. The brand name was developed by combining the mathematical and semantic definition of ‘Lateral Edge’. In mathematics, an edge (or link) of a network (or graph) is one of the connections between the nodes (or vertices) of the network. Edges can be directed, pointing from one node to the next. The idea of networks, connections, and links can be compared to those of people, organisations, and ideas. The edges are the connections. This in combination with meanings behind ‘lateral thinking’, ‘providing an advantage’, sit perfectly behind the purpose of the business, hence the name for the brand was born.

We also discussed how Fred wanted the brand to look.

We then developed a new logo/mark that reflected that. Also we developed a style guide, with application examples of how the new brand should be applied to social media assets, a website and presentation decks. We then created a presentation template for the client to use going forward.

Results:

All the elements of the new brand launched in November this year.

"I'm over the moon with Whistlejacket's work! It's exactly what I wanted, and then some. Thank you for a job well done!" Fred Bassett