Establishing a Strong Brand Voice within Edge Computing
Section launches their new rebrand and website in partnership with Emerson Stone
Founded in 2012 by Stewart McGrath and Daniel Bartholomew, Section was created to make edge computing more accessible for developers and devops engineers. Section’s edge-computing platform allows for teams to create flexible applications that live closer to the end-user while maintaining the computational power necessary for complex networked experiences.
Section partnered with Emerson Stone to rebrand the company and help tell the story of edge computing through its unique platform. The teams collaborated on the messaging, art direction, website and ultimately the new trademark for the company.
Emerson Stone led brand strategy for Section to define a market around itself, shifting the positioning to become the primary voice for edge computing and the future of distributed content delivery. One of the first goals at Emerson Stone was to rename the company from the original section.io to Section in order to create a more permanent and lasting brand image. This new name was also paired with the new company tagline: What Will You Create?
Edge computing will have the same transformative power over the web as cloud computing did fifteen years ago—most of the applications, ideas and possibilities were never defined during the development, but have grown out of the new technologies available to developers. With a platform as varied and flexible as Section, it was difficult to define everything that would be possible to build with the product.
“The Emerson Stone team immersed themselves in our business and industry, which allowed us to collaboratively craft a strong brand that truly represents our company’s values and mission.” - Molly Wojcik, Marketing Director
This optimistic tagline around developer creation also helped drive the rest of the brand direction, from colors and human-focused photography to the illustrations and website. The tagline served as a north star for the Section team, and as a challenge to developers who are creating in the platform that Section provides: a platform of flexibility and possibility built at the edge.
The new brand was paired with a reimagined digital experience for the Section website. Emerson Stone needed to create a site that would fully reflect the company’s values and deliver on the goal of building for developers first. It was important to have developers to see themselves in Section, whether it was through through human-centered photography or demonstrating specific use cases across the various industries Section touches. This was essential for the brand story to help developers gain a deeper understanding of edge computing and where they fit into the platform.
The site also allows users to get in touch directly with developers from Section—rather than talking with a traditional sales team, Section created a culture of pairing developers to share information around what is possible to create within the platform.
The partnership between Section and Emerson Stone has helped create a unified voice, aesthetic and experience for developers looking to build their application on the edge. While Emerson Stone helped define the brand positioning and design for the company, it was the personality and product vision of Section that helped bring the new brand to life.
From Emerson Stone, we are thrilled we had the opportunity to partner with Section. Their forward-thinking approach to edge computing, and their desire to create something wholly new, inspired our team to dream big and create a brand that matched their vision for the future. We cannot wait to see what the Section team creates next.
About Section
Section is an innovative edge computing company dedicated to delivering a better experience for developers and and devops engineers. Section gives the power back to engineers and developers, offering them choice across applications, flexibility within workloads, and support throughout the development lifecycle.
About Emerson Stone
Emerson Stone is a strategic design agency based in Boulder, Colorado. Through strong partnerships with our clients, we create beautiful brands and lasting digital applications used by millions of people around the world.
