The Edge gets a fresh new look

For the first time in more than five years, popular youth radio station The Edge has a new look.

The MediaWorks radio station’s refreshed brand with a dynamic new colour palette of red, pink and blurple has gone live today with an interactive out-of-home, social and online campaign.

Amanda Midgley, MediaWorks Head of Marketing, says as a youth focused brand, time moves fast. 

“Trends change – our audience is hungry for what’s fresh, new and now. 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 refresh of The Edge brand coincides with a brand new website which also went live today. The new design provides a better user experience and the opportunity for higher audience engagement with the introduction of better navigation.

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.

The Edge brand refresh was created for MediaWorks by Hello Limited.


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

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