Matt Smith
Executive Creative Director, Creative Director, Executive, Illustrator
In their own words
Starting from high-quality, licensed content changes the role of AI. Instead of generating something from scratch, you can apply your own creativity to a strong foundation to make it your own.
Now that making content is easier than ever, what matters is the creator's judgment. The creators who stand out now aren't the ones making the most; it's the ones who know what is actually worth making.
From the very start it was clear this was no surface-level exercise.
We carried that humanity into every detail, from the cursive logo and type to the raw, honest photography and illustration.
First of all, the new brand speaks to working people with an authenticity and empathy that is extremely rare in the space.
This wasn't about creating another friendly fintech. Tilt needed a brand with teeth that could challenge outdated systems and credit people for their potential.
Our work has to land in the real world and create genuine business impact.
ELLC has always stood for great quality at great prices.
The branding was required to be simple, punchy, and to demand attention.
Inspired by the cool, old cycling team logos on vintage jerseys
Articles & interviews7
- Creative Judgment Is the Studio’s Most Valuable Asset Now
The article by Katy Cowan argues that in an era where AI tools can produce content rapidly, creative judgment and taste have become the most valuable assets in a studio. It highlights Adobe Stock’s new AI Studio as an example of technology that supports creativity by automating repetitive tasks while preserving artistic control. The piece emphasizes that human discernment, not machine output, defines quality in modern creative work.
- "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 Rebrands US Fintech Empower as Tilt