Max Ottignon
Co-founder · Founder
Studios:Ragged Edge
Quotes
“I do think the standards and expectations of what goes into a rebrand have rocketed up.”
“Apparently, their designers tell their bosses they're using AI. But the reality is they're trying to avoid it. It slows them down. It's an inhibitor to their creativity.”
“We are in a fight, but it isn't against AI, it's against apathy.”
“So far it hasn't made anything faster, particularly, but it has opened up possibilities.”
“The ability to genuinely and meaningfully collaborate with in-house teams is becoming ever more important.”
“We started Ragged Edge in 2007 with a founding principle. A refusal to settle for average.”
“We need to get away from this crazy idea that investing in creativity is a luxury or a nice-to-have.”
“modern, stylish and human”
“bold enough to honour the tone of voice, but human enough to convey our messages with heart”
“The pet product category is full of stuff designed for humans – wendy-house chicken coops and toys that look like fast food. We’ve projected ourselves onto pets instead of designing for them.”