The Story Behind Edge Networks’ Rebrand to edgefi
We’re thrilled to have entered a new chapter: the transformation of Edge Networks into edgefi. Hearing so much positive feedback from our team, clients, friends, and partners has been incredibly heartwarming, and we’re excited to share the story behind edgefi.
This evolution is more than just a name and brand identity change – it reflects a deeper alignment with our mission to deliver cybersecurity solutions that evolve with the times, just as cyber threats do. It also shows our commitment to innovation and our focus on the unique challenges faced by the financial industry.
Since our founding in 2006, Edge Networks has been at the forefront of delivering modern, simplified IT solutions. Over the past 18 years, we have grown alongside our clients, expanding our expertise and capabilities. In recent years, cybersecurity has changed dramatically. The increase in cyber threats and the growing reliance on digital infrastructure highlighted a pressing need for stronger security solutions. Recognizing this, we shifted our focus from general IT services to specialized cybersecurity solutions.
This strategic shift highlighted the need for our brand identity to reflect our evolved focus and commitment. The decision to refresh our brand identity was driven by our commitment to staying ahead of the curve. We’ve always prided ourselves on our innovative spirit, and if you’ve been around long enough, you know we’re no strangers to trying new things.
As Founder and CEO Mark Tishenko put it, “We’ve been delivering so much more than baseline IT and cybersecurity solutions for our partners – our team has innovation ingrained in them. We felt it was time to lean more into what we’re already doing and really focus on the value we bring as the go-to cybersecurity firm for innovative technology and financial organizations.”
Thus began our journey of diving into who we are and how we can better represent ourselves.
Containing the Chaos
We often hear from clients that dealing with cybersecurity is chaos – it’s expensive, inefficient, confusing, and incredibly difficult. Evolving threats and the complexities of maintaining strong security measures can be overwhelming. That’s where we come in to contain the chaos and provide peace of mind, allowing our clients to focus on what they do best.
We understand the pain points our clients face – from governance, risk, and compliance challenges to operational inefficiencies and leadership strategy gaps. Our evolved brand is designed to address these issues head-on, offering tailored solutions that mitigate and remediate critical cybersecurity pains.
The Creative Direction
edgefi’s name, originally derived from Edge Networks, is now shorter, more recognizable and unique, and emphasizes our focus on the finance industry.
Our previous logo and brand identity of blues and reds served us well, but we felt ready for a dramatic change. As a homage to our old brand, we’ve kept and refined our logomark to better suit our new identity. As we move forward, we believe our fresh look better represents our dynamic, bold, and evolving approach.
Now draped in purples, chartreuse, blue, and unique gradient, we feel more aligned to our mission and direction.
- Purple represents our ‘purple team’ ethos, combining defensive and offensive strategies to create a comprehensive security solution.
- The pops of chartreuse signify freshness, boldness, and edge-iness (pun intended), reflecting vibrant energy and growth.
- The use of light blue and gradients evoke a spirited yet calming feel, embodying our mission to bring peace of mind to our clients amidst the chaos of cybersecurity.
Alongside our rebrand, we have revamped our website to provide a better user experience and greater simplicity. Our new design makes it easier to find the information and support you need quickly and efficiently and will continue to be a hub for cybersecurity resources, whitepapers, case studies, and best practice guidelines. Keep an eye on this space as we continue to evolve and improve the experience!
A special moment for us during this process was the official internal rebrand announcement . The meeting, disguised as a regular team training meeting, was a fun surprise for everyone. There was so much excitement and buzz when our team entered the conference room filled with purple and green streamers and balloons, having no idea what lay ahead.
Another exciting part of the rebrand was hiding a few easter before launching through event posters in our new color palette, wearing purple shirts at events, and dropping a few random purple heart emoji on our LinkedIn posts. 💜
Our Vision for the Future
We are more committed than ever to being a trusted partner for our clients. Our investment in building a robust cybersecurity team, including our new headquarters in Downtown Vancouver, WA, and the onboarding of a new CISO, Michael Weaver, highlights our dedication to excellence.
We invite you to join us on this exciting journey as we continue to innovate and lead in the cybersecurity space. At edgefi, we are here to bring order to the cybersecurity chaos, ensuring your organization can thrive in a secure and protected environment.
Thank you for being a part of our story! If you’d like to partner with edgefi or learn more, please don’t hesitate to contact us today.
