Edna: rebranding of the digital communication ecosystem
Edna is a digital ecosystem that helps businesses interact with customers. It's possible to simply do mailings and process requests using it, or to automate all marketing, sales and service processes completely.
Initially, the brand was called MFMS and was engaged in IT solutions for large banks. Later on, new products were added, and direct contracts with Facebook, Whatsapp, Apple Business Chat were concluded. Then the company's management decided to hold a rebranding: combine all products into a common ecosystem, change the brand name and image. Not only development of the product portfolio was a reason for a change, but also the entry into international markets in 2019.
At the first stage, we formulated the brand platform: positioning, values, principles and a manner of communication. Then, together with the Edna team, we chose a metaphor and a message: no appeals or emotions, just a calm statement of facts, just confident promises.
Edna helps to set up mutually beneficial and seamless communication with customers. This is an important business process, but it cannot be seen or touched. Therefore, a heart becomes the main metaphor of the style. Heart activity is continuous, implicit and as simple as possible. It is as natural as breathing, as the ability to see light or feel warmth. The same applies to the logo we have developed for the brand.
The logo is based on an idea of a closed system. We simplified it to a minimalist graphical constant. Nothing excessive, just a continuously working engine similar to a heart – nothing but rhythm and pulsation. This image becomes even clearer in the animated version of the logo.
There is not only a heart in the logo, but also a gadget or a cell with a core inside. The metaphor continues in the “The heart of digital communications” slogan, in identity and the company's corporate style.
Digital communication market is extremely dynamic: new messengers, new audiences and new channels are constantly appearing. The world is changing, and Edna's mission is to always be ahead. The new style will allow the brand's product and business to go forward, keeping up the pace required by the impetuous digital.
