Attention as you pass by
Sometimes a brief moment is enough to anchor a brand in your head. While waiting for the cappuccino. When you pass by the exhibition stand. Or on the way to the restroom in a bar. It is these seemingly casual situations in which Edgar Cards have their full effect — because they are not loud, but present. Not intrusive, but eye-catching. And right there when your head is open for an impulse.
A well-made Edgar Card stands out from everyday digital clues. Through haptics, through attitude, through humor or clarity. It invites you to stop, smile, think ahead — and take with you. To the office. To friends. Or directly to the refrigerator.
As a communications agency, we use Edgar Cards specifically to make brands not only visible, but also noticeable. In latest articles on this topic We have shown how to use this format for our own communication. Now we want to go one level deeper: How can Edgar Cards help to get to the heart of a brand's personality? And how can analog impulses be strategically linked to digital customer journeys?
Small format. Great potential.
Edgar Cards are more than charming postcards with a cool design. They are a communication format that makes big statements in a very small space. Its strength lies not in the mere transfer of information, but in the emotional impetus. They don't tell long stories — but they spark conversations. And that is exactly what makes them so valuable for brand communication.
What makes Edgar Cards special is their format: small but precise. They force it to escalate. To the core. And to reduce to the essentials — ideal for summarizing a brand attitude or an idea. For us as a creative agency, they are therefore also a stage for strategic communication. Because every good card is not only pretty to look at, but also a conscious expression of brand identity and attitude.
What can that look like in practice when Edgar Cards convey the brand character? Let's look at that now.
Brand personality on 148 x 105 mm
A brand is more than a logo or a color scheme. She lives through her attitude, her language, her character — and it is precisely these qualities that can be condensed and exaggerated on an Edgar Card.
The challenge: In just a few square centimeters, the card should make you laugh, touch, curious or think — depending on what the brand stands for. When design, tonality and message form a unity, an Edgar Card is like an authentic quote from the brand.
In collaboration with our customers, we have implemented exactly that: Edgar Cards that make brand character tangible — sometimes provocative, sometimes quiet, sometimes with a wink.
Let's take the example of Scheidt & Bachmann Signalling Systems, which have been developing solutions for all areas of rail operations for over 150 years and are known in particular for their level crossing technology. Railroad word games are an integral part of living culture at Scheidt & Bachmann Signalling Systems. The tonality was therefore quickly found.
The various Edgar Cards (here is just an excerpt) take different approaches. Sometimes the brand claim is staged, sometimes a thigh knocker is unwrapped. The cards also stand out from each other in their design. The back pages take up the theme and, if applicable, the word play on the front and translate it into a short, informative text that also brings the tonality back to a professional level.
Print meets pixels: Edgar Cards as part of digital strategies
As analogous as Edgar Cards may seem, they develop their full strength when they are not thought of as individual pieces — but as an entry into a customer journey. Because what starts as a haptic impulse can be seamlessly extended into the digital world.
Whether on a landing page, a microsite, a video or a social media campaign: The digital extension turns a postcard into a real touchpoint in the funnel.
Because it was so nice, let's use a few thigh knockers as an example. This time from EVG, distributor of electromechanical components and known primarily for its connectors and cable assembly.
In all examples, a QR code on the back leads directly to the company website, where interested parties can find out more and get in touch with the company. This is how an analog interaction becomes a digital lead. A specially created landing page can also be the target of the QR code if it is a self-contained campaign. Or a video. Or a WhatsApp chatbot for direct recruiting contacts. The options for extension are almost limitless here.
When analog and digital work together strategically, the result is more than just a nice postcard: The result is a cross-channel brand experience that transforms curiosity into interaction.
Where Edgar Cards work particularly well
Used strategically, Edgar Cards are an enormously effective tool and, in times of digital oversaturation, can offer a contrast that is surprising, tangible and memorable. Applications may include:
- In recruiting, for example at universities, cafés, sports studios or at job fairs
- In B2B marketing, for example at specialist events, conferences, in the field
- In brand management, for example as seasonal statements or in internal communication
- In hybrid campaigns with targeted digital continuation via QR codes or short links
Our tip:
Don't see Edgar Cards as a pretty accessory, but as a distinctive communication format that makes posture visible and conveys brand DNA in a compact space. They can become real brand ambassadors — without any algorithm.
Ready to give your brand a voice in small format? Just talk to us and let's dive into topics, tonality and ideas together.
