Newbook are a digital tech platform and customer service business, born from a problem-solving family who ran caravan parks and didn’t like the systems they were using. The business had grown rapidly and sold, but still felt like its identity was back in the 90s. Edison used a strategic brand archetyping process to help Newbook define a new brand personality — and then built that personality into a new brand strategy and brand identity system that helped define the future of the business, as they relaunched in Australia and established a foothold in the United States.