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 Tilt needed a brand with teeth that could challenge outdated systems and credit people for their potential.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
It had to look great on a cycling cap!
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.
Creative Boom reports that London studio Ragged Edge has rebranded US fintech Empower as Tilt, creating a new name and identity that aims to redefine access to credit for working Americans. The rebrand balances financial authority with human grit, featuring a black-and-white palette with chartreuse accents, painterly illustrations, and a confident verbal tone. The new identity positions Tilt as a challenger brand determined to make credit fairer and more inclusive.
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.
The article profiles Call Me Ted, an Ipswich-based creative initiative founded by brothers Steven and Richard Haugh that brought together 19 artists to design gig-style posters for each of Ipswich Town FC’s 2024–25 home matches. The project evolved from a fan-led idea into an official collaboration with the football club, culminating in an exhibition and community workshops. The feature highlights how art and football intersect through local creativity and community engagement.
Ragged Edge rebranded East London Liquor Co. with a bold, straightforward identity that rejects the pretentiousness often found in craft spirits. The design features a custom sans-serif typeface created with NaN, incorporating found letterforms inspired by local graffiti and ephemera. Each bottle design reflects its spirit’s character and the brand’s East London roots.
Ragged Edge developed an inclusive and energetic brand identity for community-powered cycling insurer Laka. The rebrand draws inspiration from vintage cycling culture while emphasizing community and accessibility. The identity features a custom logotype, vibrant patterns, and a confident tone of voice that challenges traditional insurance stereotypes.