Giant edges up to new service

Computer and communication giants ICL and Bell Atlantic today launch a “pain-free” information technology service called the Edge. Naming, brand identity, advertising, screen graphics and literature are all by London consultancy Giant.

ICL Sorbus, an ICL and Bell Atlantic joint venture, aims to entice the “movers and shakers” in businesses large and small with the Edge, says a Giant spokeswoman.

The Edge is about giving a “total information technology solution”, complete with access to the Internet. Two distinct customer groups are targeted – entrepreneurial individuals and workers within organisations.

Giant has created two appeals to the two audiences, bound under the identity and name. Giant director Neil Smith says: “The idea is implemented in a tough and uncompromising graphic style.”

Giant won the job on the strength of previous work for ICL. The project will hopefully lead to more Edge work if the initial launch is a success, says the spokeswoman.

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