The Edge

BRANDING
SQUARESPACE WEBSITE DESIGN

As the co-lead designer for The Edge, I partnered with their team to create a brand identity for a new community space they were developing. Their main priority was to appeal to families in the area, and throughout our conversations the word “approachable” became the guiding theme for the logo and overall look and feel.

I collaborated with another designer on the project, each of us presenting a unique logo direction. Ultimately, the client chose a blend of our concepts, which I refined into the final design. To capture the playful, welcoming tone they wanted, I hand-drew the lettering for “Edge,” giving the brand a distinctive, personal character.

Once the brand identity was complete, I worked with the team to extend the design into a website. The site was built to serve as a central hub for the community, with functionality that made it easy to explore tenant information, browse menus, and check operating hours. I also integrated an events calendar so visitors could quickly see what was happening each month.

The final outcome was an approachable and family-friendly brand paired with a functional website that brought the new community space to life and gave residents a digital gathering place.

*project created at AMD Creative in collaboration with the Creative Director, Mary Kalusche

The Edge Website
A digital collage with the words 'The Edge' in large cursive font, surrounded by colorful blocks and circular logos with text related to history and education.
Outdoor park with a large black and white directory sign surrounded by green ivy and trees.
Outdoor patio area with tables, chairs, umbrellas, and a lawn where people are sitting and standing. A large screen on the building behind shows a person in a red outfit. There is a structure with a stage or screen on the building, and a small paddle boat float in the background. The sky is clear and blue.
Black and white logo reading 'The Edge' with 'HDW' on the left and 'ALTA' on the right.
Exterior of The Edge building with a modern dark brown facade and a prominent white sign. Outdoor seating area with tables and benches, landscaped with plants, under a partly cloudy sky.
A person wearing a white t-shirt, yellow pants, and black sandals with floral and emoji decorations, is sitting on a black chair with a chrome base, with their hands clasped and legs crossed. The person has hoop earrings and is carrying a white tote bag with a black circular logo that reads 'ALLARAMA - THE EDGE, HOMEWOOD, MANH, HISTORIC BEGINNING, MODERN, HANGS'.
A laptop displaying a website about a multi-functional gathering spot called 'The Edge' on a wooden desk with a wireless mouse nearby. The website features outdoor and indoor spaces for events and social activities.

We highly recommend the AMD Creative team! They took the time to learn about our vision and hopes for our multi functional gathering and entertainment space, The Edge, in Homewood, AL and really brought it to life through the total design of a logo, website, marketing materials and social media set up. They were attentive to detail, timely and open to constructive feedback as we worked through the process of developing the brand and messaging. They have continued to encourage and support The Edge through different media needs today.

- Whitney Thomas, Co-Owner of The Edge

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