BTS: Branding a Multi-Functional Gathering Space in Homewood, AL. The Edge.
Introducing The Edge, a new multi-functional gathering space for the good times! Collecting inspiration from visits to The Big Chill and Pizitz Food Hall, Co-Owners J.J. and Whitney Thomas are combining historic beginnings and modern hangs to bring a family-friendly outdoor food hall concept with green space and entertainment the whole crew will love–plus, it’s within walking distance from Edgewood and West Homewood, near Samford University and easily accessible via I-65!
BEHIND THE BRAND
J.J and Whitney came to us at the beginning of April with a concept and name and trusted us to bring the vision to life. When we began designing the logo for The Edge, we pulled inspiration from Homewood’s history and its past and present community of businesses. We absorbed ideas from retro signage and hand lettering (The Edge’s font is hand drawn) so the branding would radiate a one-of-a-kind, neighborly, inviting feel.
Getting down to the details, we chose the primary colors of the color palette–cream and charcoal–to provide a backdrop so The Edge's future tenets' branding will stand out. The accent colors–blue, green and orange–add pops of color that feel very vibrant, playful and natural to Alabama's landscape.
THE PROCESS
The design process took two weeks (we work quick over here at AMD😉), including creating two full brands for the initial presentation to provide our clients with two diverse options. The final logo that you see above is a combination of the two logos below.
BRAND MESSAGING
We can see ourselves there now at 5pm on a Friday–a drink in our hand and a bite to eat after a long day at the office. No matter where you’re coming from, The Edge will be your new favorite destination to kick back and relax with delicious bites and brews, retail options, fun entertainment and, most importantly, local community!
FOLLOW ON SOCIAL MEDIA
Make sure to give them a follow on social media to stay up-to-date on the latest news. Don’t mind us, we’ll be over here on the edge of our seats waiting for its opening! We’ll #MeetYouAtTheEdge 🍔