The challenge
At 20 years of existence, GX reached a moment of maturity that demanded a visual identity and digital presence worthy of its reputation and portfolio. The brand needed to communicate international credibility, portfolio depth, and the personalized care that distinguishes a boutique agency from a mass-market operator.
The website, in particular, needed to present a broad and diverse portfolio of programs, destinations and student profiles in a clear, organized and visually engaging way.
What we did
The work covered multiple fronts throughout a sustained engagement.
On visual identity, we developed the commemorative GX 20th Anniversary Seal, the centerpiece of 2026 communications, along with materials such as the ICEF seal in vector format, the official High School 2025/26 T-shirt, and the institutional backdrop featuring the agency's main accreditation logos.
On the website, the 2026 project was the most comprehensive: program category structure, banner system, monument SVGs to illustrate destinations, favicon, footer, and all supporting assets for the new site. The visual approach used monument illustrations as the language of destinations, connecting the browsing experience directly to students' travel aspirations.
In marketing, Brand New Edge acted as an integrated marketing partner, organizing and producing promotional materials, content for events and promotional activations, outdoor advertising, and commercial support materials. We also participated in structuring the agency's strategic marketing plan, with a calendar view, targets and team organisation.
We also built out GX's Learning Management System for its education programs, ran ongoing social media content and creative for the agency's channels, and produced merch and print materials, such as T-shirts, swag, banners and more, for events and promotions throughout the year.
On the content and product materials front, we produced the GX Recetario 2025 of Peruvian food for the Peru program, translated and adapted from Spanish into Portuguese, along with support materials for the Summer Camp programs in Malaysia (APU English Camp and BEX Summer Experience).
How we worked
GX is a long-standing client and a genuine partnership: Brand New Edge has access to the agency's shared Drive, participates in internal planning, and operates as an extension of Andresa's marketing and design team. The engagement evolved from one-off projects into a continuous collaboration covering everything from day-to-day tactical pieces to strategic brand and digital presence decisions.
Working with this team was a game-changer for GX. They didn't just refresh our brand, they helped us find our voice, clarify our message, and connect with our audience in a powerful way. Their marketing strategies, together with web development, elevated everything we do.