How the Ragged Edge and Wise teams came together to craft a pivotal rebrand for ‘The World’s Money’

“If you’re doing things differently, you need a branding agency doing things differently,” Ragged Edge state, deftly capturing not only their company ethos but their work with status-quo-defying fintech superstar Wise. The project – to globally rebrand the money transfer turned account business – was a gargantuan undertaking, nobody can deny that. That’s why the London-based branding agency were the perfect fit, driving the rebrand with big ideas for a company with big ambition. And so, it’s only fitting that Ragged Edge’s Creative Director Luke Woodhouse and Wise’s Design Director Cameron Worboys take it from here, detailing the thoughts, trials and triumphs of the project. PT: Why was it time for Wise to rebrand? CW: As a company, we’ve been building towards this for a while. 12 years ago when Wise started it was all about transfers. Sending money from here to there. But unsurprisingly customers who send money also want to spend, receive and grow it as well. So over time, our product has evolved and today we're so much more than transfers.