CASE STUDY · BRAND, WEB & PRINT

We created the brand identity, website and corporate print for EDGE Group, the UAE defence group formed from 35+ entities. One system now carries it from the logo to the show floor.

Client
EDGE Group PJSC
Industry
Defence & advanced technology
Services
Brand identity, website, corporate print
Founded in Abu Dhabi
2019
Entities Brought Together
35+
Core Clusters
6
Employees
12,000+

ON THE SHOW FLOOR

One Brand Across Every Stand at IDEX and NAVDEX

The identity we created carried straight onto the show floor. At IDEX and NAVDEX, the same frames, orange accents and wide-tracked type ran across stands, product plinths, signage and screens, from SHADOW 25 to PHANTOMDOCK.

  • Drones and unmanned aircraft in the EDGE autonomous systems area at IDEX
  • SHADOW 25 and SHADOW 50 on the EDGE stand
  • EDGE AI sensors and autonomous land systems areas on the show floor
  • EDGE munitions display with Desert Sting and other guided weapons on branded plinths
  • PHANTOMDOCK drone docking station on an EDGE plinth with orange edge lighting
  • Visitors around the NASEF 20 on the EDGE stand
  • Officials and military guests touring the EDGE stand
  • Delegation in front of the Pride of the Emirati Industry naval vessel at its unveiling

THE CHALLENGE

How We Helped 35+ Entities Launch as One Brand

EDGE was founded in Abu Dhabi in November 2019, bringing more than 35 UAE defence and technology entities together into six core clusters with over 12,000 employees. Before launch, there was no shared logo, voice or visual system to hold them together.

The group had to look like one company to governments, partners and future talent from the day it was announced. UIUX Studio created the brand identity and carried it across the website, the corporate brochure and every printed piece.

BRAND FILM

BRAND IDENTITY

A Precise Brand Identity Engineered for Defence

We designed every part of the EDGE identity to feel engineered: measured spacing, a strict palette and one recurring frame. The result reads as serious and exact on a brochure, a web page or a product plinth.

  • EDGE brand standards page showing the logo in carbon on white and in white on carbon and orange

    Logo and Signature Bar

    The EDGE logotype in carbon and orange, with its signature bar. It sits in carbon on white or in white on carbon and orange, so it holds up on every surface.

  • EDGE brand standards page with colour breakdowns for EDGE Carbon, EDGE Orange and white

    Colour System

    EDGE Carbon, EDGE Orange and white, each specified with print, screen and paint values. The colours stay consistent on paper, on screen and on painted surfaces.

  • EDGE brand standards page with the framed cluster icons

    Cluster Icons

    A framed icon for each of the six clusters, always shown in the same order. The group’s structure reads the same way every time it appears.

  • EDGE brand standards page for the Arabic typeface, with sample Arabic headlines

    Arabic Typeface

    HACEN Tunisia, set alongside English across every piece. Bilingual layouts keep the brand just as clear in Arabic as in English.

  • Wide-Tracked Headlines

    Spaced capitals with a single orange letter give every page a confident, engineered rhythm. The device makes an EDGE headline recognisable at a glance.

  • The Signature Frame

    An open corner bracket holds numbers, icons and photography across print and web. It ties brochures, web pages and show-floor graphics into one family.

  • Charcoal and Signal Orange

    A restrained palette that reads as serious, with orange kept for emphasis. Used sparingly, the orange points the eye to what matters on each page.

EXPLORATION

Three Creative Routes Tested, One Brand Chosen

Before committing to a system, we designed the same brochure in three visual routes and compared them side by side. The Corporate route became the EDGE brand.

  • Interface direction: Our difference spread with revenue, company and employee figures on dark panels Interface direction: advanced technology spread introducing the core divisions Interface direction: talent, partnership and transformation spread

    Interface

    6 spreads

    Dark, layered and technical, inspired by control screens. Key figures sit on dark data panels, like readouts on a console.

  • Corporate direction: We are EDGE spread with Earth seen from orbit Corporate direction: advanced technology and expert capability spread listing the core divisions Corporate direction: talent, partnership and transformation spread FINAL

    Corporate

    12 spreads

    Charcoal with wide-tracked type and one orange letter. The route that became the brand and set the system for web and print.

  • Signal direction: Our role spread on a bold orange field Signal direction: Our difference spread with a helicopter photo on orange Signal direction: Building next generation technology spread

    Signal

    14 spreads

    Bold orange fields, big photography and a louder voice. The most expressive of the three routes.

SIX CLUSTERS

One Brand System Across Six Core Clusters

  • Armoured vehicles, unmanned systems and naval platforms, from design to through-life support. Its spread pairs a jet engine with vehicle and vessel icons.

  • Smart, modular munitions, precision-guided systems and small arms. Its spread puts a guided munition at the centre of the shared frame.

  • Radar, electronic warfare and electromagnetic spectrum operations. Its spread tells the battlefield protection story through a naval frigate.

  • Cyber defence, secure communications and intelligence solutions. Its spread presents cyber services in the same type and colour system.

  • Advanced manufacturing and the next generation of defence technology. Its spread shows an engineer at work on the machines behind it.

  • Mission support and services that protect people, borders and infrastructure. Its spread leads with a pilot in the cockpit.

Brochure spread for Platforms & Systems, with a jet engine photo and vehicle and vessel icons Brochure spread for Missiles & Weapons, with a guided munition on display Brochure spread on electromagnetic battlefield protection, with a naval frigate Brochure spread on cyber defence services and solutions Brochure spread on building next generation technology, with an engineer at a machine Brochure spread on mission support services, with a pilot in a cockpit

WEBSITE

A Bilingual Corporate Website for the Whole Group

We carried the same headline system, frames and imagery into a website that presents the group, its clusters and its capabilities. Every page works in Arabic and English, on desktop and on mobile.

HOMEPAGE

A Homepage That Leads With Product

The homepage introduces EDGE through its products, its purpose and its people. Flagship systems come first, and the rest of the group’s story follows in a clear order.

  • A Launch-Ready Hero

    Flagship products like SHADOW 25 lead the page, with the product film one tap away.

  • The Group at a Glance

    Story, solutions, news and careers follow in a clear top-to-bottom order for every audience.

  • Arabic and English

    Every page switches language from the header, so visitors can change at any point.

EDGE Group website homepage on desktop, from the SHADOW 25 hero through solutions and news to careers
EDGE Group homepage on a phone, led by SHADOW 25
EDGE solutions catalogue on desktop, with category filters beside a product grid
EDGE solutions catalogue on a phone, with filters and sorting as two buttons

SOLUTIONS

One Product Catalogue for 35+ Entities

A single catalogue for the whole group, from naval vessels to cyber products. Buyers can browse every capability EDGE offers in one place.

  • Filter by Category or Entity

    Twelve capability areas and more than 35 entities, all in one sidebar.

  • A Clean Product Grid

    Product renders on neutral ground, labelled with entity and name, so every product reads as one family.

  • Built for Mobile

    Filters and sorting collapse into two buttons on small screens, keeping the catalogue easy to browse.

PRODUCT PAGES

Product Pages Built Around the Specs

From armoured vehicles to drones, every product page follows the same order on desktop and mobile. Buyers always know where to find the specs, downloads and latest news.

  • Specs First

    The four numbers buyers ask about lead the page in large orange type.

  • The Story

    A short description in plain language sits under the specs.

  • Downloads

    The brochure and the entity website are one click away.

  • News and Video

    Recent press and product film are pulled in automatically, so pages stay current.

EDGE product page for the NIMR LRSOV vehicle on desktop, with four specs in large orange type
EDGE product page for the NIMR LRSOV vehicle on a phone

PRINT

The Corporate Brochure, Spread by Spread

  1. Corporate brochure spread: We are EDGE, with Earth seen from orbit

    We Are EDGE01 / 06

  2. Corporate brochure spread: Our difference, with a world map and headline figures

    Our Difference02 / 06

  3. Corporate brochure spread: advanced technology and expert capability, listing the core divisions

    Advanced Technology03 / 06

  4. Corporate brochure spread: talent, partnership and transformation

    Talent, Partnership, Transformation04 / 06

  5. Corporate brochure spread: full product lifecycle, from design and manufacture to upgrades

    Full Product Lifecycle05 / 06

  6. Corporate brochure spread: EM battlefield protection, with a naval frigate

    EM Battlefield Protection06 / 06

THE RESULTS

One Brand Voice Across 35+ Companies

  • Ready for Launch

    A complete identity was in place for the group’s public announcement. EDGE presented itself as one company from its first day.

  • One System Everywhere

    Print and web share the same headlines, frames, colour and imagery. The brand reads the same in a brochure, on a product page and on the show floor.

  • Built to Scale

    Templates each cluster can use without breaking the brand. New material stays on brand as the group grows.

Tools & Technologies

The Tools Behind EDGE Group

  • Figma
  • Adobe Illustrator
  • Adobe Photoshop
  • Adobe InDesign
  • Miro
  • Claude
  • OpenAI
  • Gemini
  • Jira
  • Trello
  • Asana
  • Figma
  • Adobe Illustrator
  • Adobe Photoshop
  • Adobe InDesign
  • Miro
  • Claude
  • OpenAI
  • Gemini
  • Jira
  • Trello
  • Asana

Client Testimonials

Why 91% of Our Clients Stay With Us

Client Success

From idea to a product people love

We design and build digital products that are user-friendly, scalable and drive real business results.

User Engagement
+42%
Task Completion
2.4×
From Concept to Launch
6 Weeks

"They helped us produce several concepts — product design, user scenarios and much more. Deliveries were fast and high quality, letting us make a strong impression on our clients."

Nutroponics logoShreya LadCEO, Nutroponics

"They capture the vision and run with it — exceptional design and clean files for my developers. Couldn't be happier."

Imprint City logoBrandon PugmirePresident, Imprint City

"Consistently exceptional work with real dedication. We shipped an amazing app design together and I can't wait to collaborate again."

Hani Farajuseamelio.com

"Really pleased with the website they designed for our new brand. Fast delivery, took on every change, and a very professional finished product."

Freshminds logoAnayaHead of Marketing, Freshminds
Client results: Brands For Less, one sign-up flow in 10 countries; EDGE, one brand system for 35+ entities; Omantel, five reports in one Power BI suite Client Results

Rated across every major review platform

Upwork Top Rated Plus Trustpilot reviews Clutch reviews G2 reviews GoodFirms reviews

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