Ragged Edge partnered with Palmetto to redefine how Americans perceive clean energy. By replacing guilt and sacrifice with abundance and aspiration, the new brand and website make renewable energy feel irresistible and accessible to all. The rebrand helped Palmetto achieve significant growth in engagement and reach.
Ragged Edge partnered with Palmetto to make clean energy irresistible through a bold rebrand. The new identity empowers the company’s mission to help America embrace renewable power with optimism and accessibility.
Creative Boom’s Tom May interviews Max Ottignon of Ragged Edge about the hype surrounding AI in branding. Ottignon argues that many designers and agencies exaggerate their use of AI to satisfy investors, while in reality, AI often slows down creative work. He outlines how Ragged Edge integrates AI thoughtfully to enhance creativity rather than efficiency, emphasizing the enduring importance of distinctiveness and craft in branding.