Edgeium
Edgeium is a global leader in IT solutions, led by a tenured team of experts and united by a passion for problem-solving. Equipped with the brand’s extensive expertise and hardware inventory, clients across the U.S. build more resilient networks. Read on to learn how Paradigm tackled technology branding and IT marketing for Edgeium.
Role
- Website Design
- Website Development
- Brand Positioning
- Copywriting
Industry
- IT Services
The Challenge of IT Marketing
In light of a rapidly consolidating IT industry, Edgeium wanted to hire a B2B website design agency that would help them evolve from a seller of products into a provider of solutions. Rather than focus solely on low-cost, low-margin hardware, the Edgeium team wanted to leverage their experience and business acumen to design IT solutions that bring wide-reaching value to a business. We were tasked with articulating the brand’s new direction and developing a new website to support it.
Brand Positioning
We started with a technology branding process aimed at solidifying the established foundation of the Edgeium brand. Edgeium has built upon a lifetime of experience in the technology industry, providing prompt service and unparalleled expertise. However, our discovery sessions revealed that the brand’s ultimate goal for IT marketing was to be seen as a trustworthy guide to its customers as they navigate an industry that’s riddled with bias and commoditization.
We envisioned the brand as an unbiased, uncompromising judge of quality whose work would transform a business — not just its network. Our copywriters positioned them as an independent partner for innovation, guiding clients away from the OEM machine to provide better deals and more attentive service. To wrap up this technology branding project, we devised a tagline that pairs nicely with the Edgeium name: Stay Sharp.
Web Design
Edgeium’s previous website was designed to sell products, but its new one needed to lead with solutions. As their B2B website design agency, we developed a site architecture that grouped IT solutions into short, actionable phrases, including analyze, strategize, implement and support. These labels also helped demonstrate Edgeium’s capabilities in all stages of IT — from system analysis to hardware deployment.
Moreover, Edgeium’s reimagined IT marketing platform focuses on showing solutions at work. The homepage hero is defined by a custom video showcasing the level of collaboration and hands-on support you can expect from the brand. Our designers crafted a card system that allows the user to easily connect with individual services and pursue deeper engagement. In line with our established technology branding, we also transformed the Edgeium logo into a visual element throughout the site to represent the company’s multifaceted solutions.
Lead generation was a primary goal for Edgeium’s new website. As their B2B website design agency, Paradigm strategically placed everything from client testimonials, partner logos, calls to action and resources to support the user journey to the point of conversion. In every page and individual block, content is written to educate the user on what the brand can do — and reassure them that Edgeium is the right team for the job.
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