Charlie McKay
Photographer
Articles & interviews
- Why this new ice-cream brand only makes sense after dark
Creative Boom’s article by Tom May explores How&How’s branding for Snooz, a new ice cream brand designed for nighttime consumption. The studio created a dark, sleep-inspired identity that rejects typical bright, daytime ice cream aesthetics, using soft letterforms, moon motifs, and flash-on photography to convey a nocturnal mood.
- "Ragged Edge Rebrands Tilt with Human-Centric Financial Solutions"
Ragged Edge has rebranded the small loans company Tilt, formerly Empower, with a warm, empathetic identity that avoids fintech clichés. The new design features painterly illustrations by Pearl Chuaynarong, photography by Charlie McKay, and a cursive wordmark, all centered on Tilt’s mission to support working people with fairness and trust. The rebrand has already shown positive engagement results and positions Tilt as a human-first financial brand.
- Ragged Edge champion the humanity behind every IVF story in Gaia’s charming identity system
Ragged Edge created a warm, human-centered brand identity for fertility insurance company Gaia, challenging the cold and clinical aesthetics typical of the IVF industry. The identity features a hand-drawn logotype, expressive typography using ABC Arizona and Suisse Int’l, and collage-based visuals that celebrate individuality and inclusivity.