ED. completed the website, which has a vast international audience, after acquiring a Melbourne agency which had been engaged for the project.
The announcement coincides with the arrival in Australia of Invictus Games creator Prince Harry and his wife Meghan Markle. The international adaptive multi-sport games are for injured or sick armed services personnel and their associated veterans. They are competing this month in wheelchair basketball, sitting volleyball, and indoor rowing.
ED. director Eric Di Cuollo says his team worked with the games’ organiser through workshops and left-of-centre questions to get all the nuances and build up a brief collaboratively. The user experience and design in the finished product has well rewarded ED.’s expansion into Melbourne.
“Our Sydney and Canberra outposts have been going from strength-to-strength over the past couple of years, which has given us the opportunity to expand into Melbourne,” Eric says.
He says the agency’s websites are beautiful, artistic and include large complex government websites, like the Department of Home Affairs. “They target a specific demography, whereas Invictus Games is a demographic we would not normally be exposed to,” Eric says.
ED. can deliver results in any industry, so long as the client is open to doing things differently. Everyone says they want to be different but not many business have the courage to go the distance.
“We don’t want the conservative, we want people who want to stick their head out and be noticed. The kind of work we did for the for Christopher Ireland, NewActon and Meet the Greek website, for example, a non-traditional restaurant website, where you get a taste of the brand and personality by interacting with the Greek. You really meet the Greek.
“That is the kind of work we want to be doing. You can go to 10 Greek restaurants, this one will stand out and stick.” he says.
“We have our niche, we have a lot of work in that space and that’s why Invictus Games has been good, it’s exposed us into a new market. When they come to our website we are different.”
Eric says ED.’s team is highly intelligent. They dig in really deep to solve problems and meet challenges.
“Every website is pinned down by good UX. We bring into play innovative ideas that are at the forefront of technological development and creative thinking,” he says.
The starting point for much of the non-traditional thinking ED. provides their clients is the internal initiative called ‘Made’.
Within Made, the team proactively develop their skills, creating everything from art projects to written word, coding, crafted objects, 3D printed gadgets and games.
Some of these projects can be found by following an Easter egg on the ED. website, which is revealed by hovering the pointer over the company logo in the top left corner of the homepage.
“Our process is collaborative and fun but most importantly, it delivers tangible results,” Eric says. “We share our clients’ successes and we’re committed to long-term relationships.”
Clients ED. has collaborated with include the Sydney Film Festival, Transport Canberra, Miele, Department of Home Affairs, MYOB, Transport Canberra and Country Road Group.
Australian Automobile Association chief executive Michael Bradley says ED. are a team of listeners who consistently meet the brief. “They don’t just build fantastic looking websites, they deliver very smart campaigns that go above and beyond,” Michael says.