New work from @ragged_edge : a rebrand and packaging system for @freesoul .
Designed to transform a collection of wildly successful viral products into a distinctive, scalable brand.
Proud of the team, the work and the results - a launch into retail, including 420 Tesco and 300 Boots stores.
Case study over on our site.
Some Granola bits from the past couple of weeks.
A new identity that became the number one news story on twitter the day it launched (an experience).
And a new brand campaign, live in SF and NYC.
Very proud of the work. And of the @ragged_edge and @meetgranola teams.
Lots more to come on this.
Apparently the future of creativity is all about ‘Taste & Judgement’. Sure. But what does that actually mean?
I hate this kind of language because it makes it seem like creativity is just about vibes. It undersells the vast expertise, knowledge, and technical skills you need to make anything worthwhile. With or without AI.
I got to have this conversation with @thedrummag ’s @steveantoniewicz and @maisalama of @creativeindmena as part of a crazy week at @websummitqatar .
Huge thank you to everyone who made it such an amazing few days.
Big year. Proud of the work. But even more proud of the people who made it.
The @ragged_edge team. Our incredible client partners. Everyone else we worked with. Huge thank you to each and every one of you. And to all those who supported us from afar.
So much more to come in 2026.
My ten favourite branding projects of 2025 that @ragged_edge had nothing to do with. An annual, extremely subjective list in no particular order.
Jolene by Studio Frith. This refresh of the 2019 identity is the most charming work of the year.
Saintly by Universal Favourite. Memorable and silly in the very best way.
Atlético Dallas by Moniker and ModestWorks. It was always going to be hard to follow their work for Dallas Trinity, but this is arguably even better?
Amazon by Amazon XCM and Koto. For sheer scale of impact this is the year’s biggest achievement, and the project I am most jealous of.
Normal Computing by Company Policy. All AI brands look the same? Not this one. This is B2B with swagger. “When the future of AI arrives, it will be Normal.”
Mud by Angelina Pischikova & Karina Zhukovskaya. Another brand that goes all-in on a single concept. This won a ton of awards and rightly so. Again, the writing stands out: “for dirty dogs”.
TwelveLabs by Pentagram. So many of the AI rebrands feel rushed out. This is the opposite. Concept driven, with an identity system that scales from the logo right through to data visualisation.
SwimClub by CENTER. One simple idea, executed with conviction.
Evil Ray by Pembleton. “The official enemy of the sun” is an incredible line. The rest of the work goes all in on it. Ray Mombassa designed the logo, and Seachange did the packaging.
Seed by Mouthwash. This is the way to deliver an evolution. Nothing radically changed, but a radical improvement on an already great identity. Special shout out to the motion design.
Special mention to Sigma by Stockholm Design Lab, Living Roots by Smith & Diction which should both be in there but I couldn’t decide what to leave out. So much good work this year, sorry if I forgot your project.
What did I miss?
The Globe-Trotter rebrand five years in.
One of my all time favourite projects but we never gave the case study the attention and craft it deserved. We finally got round to fixing that.
Updated version on the @ragged_edge site. Better late than never.
I’m optimistic about the future of the creative industry. Thanks to Daisy Crowder at @movewithcraft for inviting me to explain why.
Link to the full podcast in bio.
Youtube, Apple Podcasts, Spotify.
I got to speak at @upscaleconf in Málaga last week.
Getting to share my (mostly) optimistic opinions on AI with a huge crowd of AI creators and enthusiasts was quite an experience.
Huuuge thanks to @stereochromo for inviting me, and to the whole @freepik team. It was some conference.
And to the awesome speakers and creators @martenkuipers@isabelitavirtual@miguelvespada@tey.bannerman@immadsal@giz.akdag@laura__pin loads loads more.
Here are some of the slides I shared to show how @ragged_edge is using the technology while staying true to our founding principle - a refusal to settle for average.
Haven’t posted on here for a bit. But this felt like a good one.
The new @ragged_edge brand and website. And a recommitment to our founding principle. A refusal to settle for average.
So lucky to be surrounded by all those incredible people - the team and the partners - making us better every day.
raggededge.com
Spending the next month in the US & Canada. Come say hi.
I’ll be in New York from Thursday with lots of the @wisedesign team for the @fastcompany Innovation Festival.
Then in Toronto judging the @theadcc awards.
Then in Denver, speaking at @how_events Design Live on 25 September.
Then in San Francisco and LA for some meetings and who knows maybe even some time with my eyes closed.
And finally, if I’m still standing, in Salt Lake City, speaking at the @brandnewbyucllc Conference on 10 October.
If you want to catch up, say hello, or send me fun recommendations, drop me a message.
Ragged Edge turned 17 this week. Crazy.
Here’s a rare photo of Matt and I, taken on the roof of studio number four.
My single greatest achievement was to persuade him that starting an agency together wasn’t a completely idiotic idea.
I wonder if he’ll ever forgive me.
