- Is there a productivity crisis in agencies we're not talking about?
Creative Boom · Jan 12, 2026
The article by Tom May explores whether creative agencies are facing a hidden productivity crisis. Through insights from multiple studio founders and creative directors, it examines how hybrid work, rising complexity, and economic pressures have reshaped agency operations since 2020. The piece calls for an honest industry-wide discussion about evolving business models and expectations.
- Max Ottignon: AI is so hyped, designers pretend to use it more than they actually do
Creative Boom · Nov 11, 2025 · Interview
Creative Boom’s Tom May interviews Max Ottignon of Ragged Edge about the hype surrounding AI in branding. Ottignon argues that many designers and agencies exaggerate their use of AI to satisfy investors, while in reality, AI often slows down creative work. He outlines how Ragged Edge integrates AI thoughtfully to enhance creativity rather than efficiency, emphasizing the enduring importance of distinctiveness and craft in branding.
- Studio heads speak out on how AI is reshaping the creative process
Creative Boom · Oct 27, 2025
Creative Boom’s special report by Tom May gathers insights from seven UK studio leaders on how AI is influencing the creative process. While many see AI as a useful tool for accelerating research and ideation, they agree it hasn’t replaced human creativity or judgement. The consensus is that AI is being pragmatically integrated into workflows, enhancing efficiency without redefining the essence of creative work.
- Creative Leaders Share 2026 Strategy Amid Industry Uncertainty
Creative Boom · Oct 13, 2025
The article gathers insights from leading creative directors and studio founders about their strategic priorities for 2026. Themes include efficiency through AI, the growing importance of strategy, blurred boundaries between disciplines, and the need for bold, distinctive creative work. Despite economic uncertainty, many studios express optimism and a focus on smarter, more collaborative approaches.
- Ragged Edge Unveils Bold New Brand Identity
Creative Boom · Jun 30, 2025
Creative Boom reports on Ragged Edge’s comprehensive rebrand of its own identity, titled 'Never be the same again'. The London studio replaces its neon palette with earthy tones and a dynamic horizon motif, reflecting its founding principle of refusing to settle for average. The new identity integrates motion, sound, and tactile references to express bravery and distinctiveness in an era of AI-generated sameness.
- "Five Serif Typefaces Redefining Brand Identities"
The Brand Identity · Apr 10, 2025
The article by Poppy Thaxter highlights five serif typefaces—Domaine, GT Alpina, Panama, ABC Gaisyr, and ABC Arizona—that have made a strong impression across recent brand identity projects. It showcases how various studios have applied these fonts in branding for clients across art, hospitality, technology, and culture sectors. The piece emphasizes the expressive and enduring qualities of serif typography in contemporary design.
- New Logo & Branding for Omlet by Ragged Edge
BP&O · Jan 25, 2024
BP&O features Ragged Edge’s global rebrand for pet products company Omlet, highlighting its playful 3D illustration-led identity and strategic repositioning. The new branding emphasizes designing for pets rather than humans, with tactile visuals and a refreshed wordmark that retains brand equity. The project reflects a broader shift in pet care branding toward more thoughtful, design-led approaches.
- Ragged Edge champion the humanity behind every IVF story in Gaia’s charming identity system
The Brand Identity · Feb 21, 2023
Ragged Edge created a warm, human-centered brand identity for fertility insurance company Gaia, challenging the cold and clinical aesthetics typical of the IVF industry. The identity features a hand-drawn logotype, expressive typography using ABC Arizona and Suisse Int’l, and collage-based visuals that celebrate individuality and inclusivity.
- 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.