EDGE – “Inner Ambitions” Campaign

As a formidable custom cabinetry, space planning, closet and interior design firm with a new showroom, EDGE, based in Naples, Florida, boasts an affluent clientele. In the intensely competitive landscape of Southwest Florida’s high-end interior design, space planning and custom furnishings businesses, EDGE continuously seeks opportunities to expand brand awareness among luxury home and condominium owners. The brand’s aesthetic is minimalist and modern.

“Inner Ambitions” is a cohesive, multi-platform campaign combining storytelling and high-end design, exemplifying how unified efforts bring clients’ visions to life. Campaign goals included:
Showcasing the EDGE team’s collaborative spirit.
Highlighting the transformation from concept to completion.
Engaging target audiences across multiple platforms.
Strengthening brand awareness and building the perceived value of EDGE’s services.

The following tactics were employed:
1. TV Commercial
The centerpiece of the campaign is a TV commercial shot on location at an EDGE home, featuring models and the EDGE team, with stunning black-and-white visuals transitioning to vibrant color when showcasing the completed home. This symbolizes the transformation of raw ambition into tangible luxury. Compelling voiceover and a strong musical score make the video engaging and memorable.

2. Print and Eblast Series
Full-page spreads and strategic placements leverage the video’s visual themes, creating a consistent narrative across platforms. A dynamic, redesigned eblast series incorporates GIFs and immersive designs that are visually striking and optimized for mobile viewing. The content is engaging and accessible, regardless of the device used.

3. Innovative Direct Mail
A gatefold-design mailer starts with a black-and-white motif mirroring the initial stages of the video and print ads, then unfolds to reveal the final product in full color. This gradual reveal reflects the journey from ambition to achievement.

4. Digital Advertising
To round out the campaign, a series of digital ads were launched, achieving a broad reach and consistent messaging across all touchpoints. The ads drive traffic to the video and other campaign elements, reinforcing the cohesive story and expanding the campaign’s impact.

By blending innovative design, strategic storytelling and a multi-platform approach, the “Inner Ambitions” campaign accurately captures the essence of EDGE’s philosophy.