Steve Edge, self-proclaimed ‘Madman, Prophet, Wanderer’ and founder of renowned branding agency ‘Steve Edge Design’ delighted our guests at ASK BOSCO® Live. His journey from a dyslexic child with a love for glitter markers to a renowned branding expert is a remarkable story of passion, creativity, and perseverance. Here we have summarised the key points of Steve’s talk but to get the full ‘Steve effect’ we highly recommend that you scroll to the bottom of the page to view his video or head to our Youtube channel. NB: please be aware that the video includes some swearing.
From Glitter Markers to Global Brands: The Story of Steve Edge
Steve Edge is a man who transformed his childhood passions into a remarkable career in branding and design. His story is a testament to how creativity, determination, and a bit of serendipity can lead to extraordinary success…. here’s what Steve had to tell us…
The Magic of Childhood
Steve’s journey begins at the tender age of four. Three pivotal experiences shaped his early years:
Discovery of Creativity: Steve found glitter magic markers and plastic scissors. This simple yet profound discovery ignited a lifelong passion for creativity. Every day since then, he joyfully skipped into his studio with his glitter markers and scissors, ready to create.
Fishing with His Father: Growing up in the East End, Steve’s father introduced him to the joys of fishing. This connection to nature provided a grounding contrast to his burgeoning creative spirit.
Early Education and Learning Difficulties: Steve’s formal education was unconventional. Sent to school but quickly labeled as wild and untamable, he was fortunate to have a family friend, Valerie, who was a learning difficulty teacher. Valerie recognized Steve’s severe dyslexia and offered to home-school him. This personalized education allowed Steve to thrive outside the traditional school system.
Hands-On Learning
Valerie’s husband, Dennis, was head of IPC magazines and had a well-equipped workshop at home. This workshop became Steve’s playground. From a young age, he learned practical skills like woodworking, sewing, and varnishing. By the age of five, he even had his own sewing machine, thanks to his supportive mother.
First Foray into Publishing
At 12, Steve’s talent was recognized in a magazine called “Look and Learn,” where he contributed monthly articles. By 13, he was required by law to attend school. Dennis’s recommendation landed him in a prestigious art school, where he flourished and won the European Artist of the Year award at 15.
The Muppet Show and Beyond
Winning this award led to an incredible opportunity to work with Jim Henson and Frank Oz on “The Muppet Show.” For two years, Steve was surrounded by celebrities and immersed in the creative process of one of the most beloved shows of all time. This experience was a dream come true, but the best was yet to come.
A Galaxy Far, Far Away
At 17, Steve was introduced to George Lucas. Unfamiliar with Lucas’s work, Steve soon found himself in the art department of a groundbreaking project: “Star Wars.” He contributed to the creation of iconic elements like the Millennium Falcon and worked on the “Empire Strikes Back” and “Raiders of the Lost Ark.”
Creating Iconic Brands
At 23, Steve decided to forge his path. He founded his branding agency, drawing on his experience in storytelling and visual design. His approach was unique: he believed in creating brands that were inspirational and memorable rather than purely informational.
The Power of the Logo
Steve’s work with major brands like Mason, Scansar, and Rob demonstrated his understanding of the power of a logo. A logo must be beautiful, memorable, and easy to use. It should tell a story and evoke an emotional response.
Lessons from History
Steve drew parallels from history to highlight the importance of branding. From ancient cave paintings to the medieval coats of arms, and the mass production era, he showed how logos have always played a crucial role in identity and trust.
Why AI Will Never Replace Real Branding
Steve is a firm believer that AI will never replace real branding. While AI can analyze data and generate designs, it lacks the human touch that makes branding truly impactful. According to Steve, branding is about emotional intelligence, passion, personality and deep, empathetic understanding – qualities that AI cannot replicate.
To sum up…
Steve’s philosophy extends beyond professional success. Inspired by his Aunt’s unused treasures, he vowed to live life to the fullest and dress for a party every day. He believes in celebrating life and making the most of every moment. In Steve’s words: “Dress for a party and the party will come to you”.
Steve’s story ultimately encourages us to embrace our unique talents, tell our stories, and live life as a celebration. And remember, while technology can assist in many ways, the heart and soul of branding will always be human.
Watch Steve’s 15-minute talk below:
