Ragged Edge

Behold, it's gold for the stronghold. Last week our Solfare work was recognised as one of the best rebrands of the year, winning gold at the Brand Impact Awards 2025. Thanks to the judges. And congrats to our partners at Solflare, to the team here, and to the eight other gold winners.

Big thanks from everyone at Ragged Edge for all the positivity around the Tilt work. We really appreciate all the likes, shares and thoughtful commentary from everyone here, and from the wider design press. Abbey Bamford's piece in Creative Boom began by quoting Tilt (formerly Empower)’s CMO Stephanie Lin on what makes them different: “Traditional lending sees people through the lens of risk. We look for potential.” Armin Vit’s generous review in Brand New described the logo as an “absolutely stunning piece of lettering”. The community agreed, giving it an 89.7% ‘great’ rating. It's Nice That focused on Mook Chuaynarong's beautiful illustrations, with Paul Moore inviting Matt Smith to go into some of the rationale behind the system. Print Magazine went into detail on the tone of voice, where Amelia Nash quotes Fia Townshend: “Tilt customers don’t need another friend. They need help kicking down doors.” And Creative Bloq’s headline neatly summarised everything we’d been trying to convey: “refreshingly human.” Have a read. Links in the comments. 

Running a greener home has always been about compromise. Switch that off. Turn that down. But people don’t want less. We want more. Palmetto’s clean tech marketplace and innovative financing model makes running your home on renewables cheaper and smarter for millions of Americans. Their product changes the game. We helped them change the narrative. Going from sacrifice to abundance. Swap to Palmetto and run your home how you like it. Just with lower bills and a cleaner conscience. Have it all. Full case study on our site. Link in comments.

Everything we do is strategic. So our strategy team is an integral part of every project. The catalyst for different. Are you a Midweight Strategist who refuses to settle for average? Get the details and apply on our website. Link in comments.

“The new logo is an absolute stunning piece of lettering. Everything about it just works.” Thanks Armin for a typically thoughtful review of our Tilt (formerly Empower) work in Brand New. Link in comments.

Time to level the playing field for millions of Americans. Introducing Tilt. A new name and a new brand for a new credit system. Financial mobility remains out of reach for so many because of a system stuck in the past. Tilt (formerly Empower) tried something new. They took a chance on people. With innovative underwriting capabilities that value endeavor above all else, Tilt are able to expand access to fair and reliable cash and credit to working people. Instead of judging what’s come before, Tilt gives you credit for what you’re capable of. Full case study on our website. Link in the comments.

When we say we don’t settle for average, we mean it. Here’s Rob Payne on the horizon device at the heart of our new identity: “We created the shifting horizon using a combination of TouchDesigner and Cinema 4D. Real topology maps from an open-source satellite data library formed the basis for the constantly shifting forms, unconstrained by conventional physics. The system extends into digital environments through WebGL implementation, tracking cursor movement as it glides across the horizon line.” So now you know. Lots more behind-the-scenes detail in this The Brand Identity article from Emma London, Fia Townshend, Jessica Bong-Woon, Matt Smith, and Luke Woodhouse.  Link in comments.

Behold. The Solflare website has been given honourable mention by awwwards. Designed and written by Ragged Edge. Forged into code by BORNFIGHT STUDIO®. Recognised for all that it is. A gateway into the Stronghold of the Free. Link in comments.

“I don’t love it. But it will grow on me” That was Phil Knight, on being presented with the original Nike logo by Carolyn Davidson. Presenting logos is weird. The expectation from most clients is that the right logo will be obvious straight away. ‘I’ll know it when I see it.’ But that’s not really how this stuff works. When you first see a new logo, it’s just a simple shape. It might look cool, it might be exquisitely crafted, it might be incredibly scalable and pleasingly communicative. It might even deliver that elusive smile in the mind. But the real meaning and emotion only comes over time. As people start to associate the logo with all the good stuff the rest of your product delivers. If that’s not hard enough, you’re all dealing with all sorts of complex, negative emotions: - Is there something better out there? Have we explored everything yet? What are we missing? - What will people think? People get really angry about logo changes. Will choosing this make me look stupid? - What are we giving up? If you're replacing an existing logo loss aversion is huge, and naturally so. All this fear is totally normal. And it’s multiplied if you’re evaluating something that is genuinely distinctive. So whatever anyone tells you, however much you test, question and explore, choosing the final logo is mostly a matter of commitment and conviction. You have to make it the right choice. Nike did that better than almost anyone else in history. Just do it.