Luke Woodhouse
Creative Director · Executive Creative Director · Design Director
4 articles · Jan 2017 — Aug 2025
Quotes
“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.”
Articles & interviews
- Ragged Edge Unveils Bold Rebrand to Stand Out Again
The Brand Identity · Aug 27, 2025
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 · May 30, 2023 · Interview
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.
- Presented by Brandpad: how to handover an identity system to your client in the digital world
The Brand Identity · Apr 13, 2023 · Interview
The article, part of The Brand Identity’s 'The Finishing Line' series presented by Brandpad, explores how modern studios like Ragged Edge, PORTO ROCHA, and Regular Practice approach handing over brand identities to clients in a digital-first world. Designers discuss the shift from static PDF guidelines to interactive, motion-friendly digital systems that empower clients to manage and evolve their brands. The conversation highlights collaboration, ownership, and adaptability as key to successful brand implementation.
- Ragged Edge
The Brand Identity · Jan 16, 2017 · Interview
The Brand Identity interviews London-based branding agency Ragged Edge, co-founded by Max Ottignon and Luke Woodhouse, about their philosophy of 'branding with substance' and recent projects for Camden Market, Hipchips, Bulb, Grey Goose, and Giraffe. The discussion covers their integrated approach, bespoke type design, and the strategic thinking behind their visual identities. The studio emphasizes authenticity, experimentation, and a human touch in their work.