Own the Expertise No One Else Names
Edgility Search
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overview
Making Precision the Point
Conventional talent recruitment and development practices are inherently inequitable. As Edgility Search’s bias shattering approach to search sharpened, the brand had an opportunity to evolve alongside it. Friday helped Edgility narrow in on what sets them apart through assertive positioning, sharper messaging, and a visual system that reflected intricacy, detail, and discipline.
challenge
Edgility Search’s commitment to bias-interrupting search was foundational to their work, but not fully legible in their brand. Their website and materials didn’t yet capture the rigor, precision, and long-view thinking that distinguish their approach from traditional firms.
insight
Edgility Search isn’t just equity-centered. Their strongest differentiator is rejecting conventional search shortcuts entirely, a risk to be reframed as rigor: competency-based profiles, stakeholder-driven insight, objective criteria, and a process built to challenge bias at every stage. That level of care and structure needed to be unmistakable in the brand.
solution
Friday partnered with Edgility Search to refine positioning, developing a “Typical Search vs. Edgility Search” narrative, and translating their precision into an integrated language and visual system. From messaging architecture to design details, the refreshed brand now reflects the depth and discipline of their search expertise.
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"About a year ago, I was embarking on a high stakes rebrand as we narrowed and crystallized our focus as Edgility Search. Our COO, Hadley Kornacki, and I turned to the Friday team for support with developing our brand concepts, visual identity, messaging and materials. And they more than delivered. Not only have we had a great experience with Elizabeth and the other experts at Friday through our partnership, we also connect deeply to them as a fellow women-owned and women-led business. And we share a commitment to balancing efficiency and operational excellence with equity and inclusion. Both Edgility Search and Friday demonstrate that you can do things differently - and better - than the competition by keeping all of those values front of mind."
Christina Greenberg
Chief Executive Officer, Edgility Search
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