Luke Woodhouse
Creative Director, Executive Creative Director, Designer, Design Director
In their own words
Our last rebrand wasn’t just a rebrand – it re-launched the agency in January 2020.
A brand that could be universally understood, and work wherever you may go.
Brand guidelines should be a source of inspiration for creative expression.
We began by poring through the archives, we found an old version of the logo, used primarily on the cases themselves, that formed the starting point.
stay true to the original’s intentions, by means of embracing the unconventional form and avoiding the temptation to over-simplify.
We needed forms that could be embossed into the vulcanised fibreboard on the cases themselves.
We loved the character of the typeface, it felt like an unusual choice in a digital world and fitted the brand’s ethos perfectly.
Some things are just meant to be.
Articles & interviews5
- Ragged Edge Unveils Bold Rebrand to Stand Out Again
Ragged Edge has unveiled a comprehensive rebrand that reinforces its founding ethos of 'rejecting average.' The new identity, built around the concept 'Never be the same again,' features a dynamic visual system called the Edge Spectrum, created using TouchDesigner and Cinema 4D. The rebrand introduces custom typography, warmer organic colors, and a partnership-focused philosophy that reflects the agency’s evolution and creative ambition.
- How the Ragged Edge and Wise teams came together to craft a pivotal rebrand for ‘The World’s Money’
The Brand Identity’s interview explores how Ragged Edge collaborated with Wise on a global rebrand centered around the idea of ‘The World’s Money.’ The project evolved Wise’s identity from a money transfer service to a global account brand, featuring a custom typeface, accessible design system, and evolved logo. Creative Director Luke Woodhouse and Design Director Cameron Worboys discuss the process, accessibility focus, and global inspiration behind the new identity.