Ragged Edge doubles down on rejecting average with its new rebrand

London-based brand company Ragged Edge has unveiled a new identity that doubles down on its founding principle of rejecting average. The agency’s second rebrand since launching in 2007 emerged from an unexpected problem – their previous positioning had worked too well. “Our last rebrand wasn’t just a rebrand – it re-launched the agency in January 2020. We knew we were making our best work with clients who cared less about what is, and more about what could be,” explains Luke Woodhouse, Executive Creative Director. “It actually worked so well that lots of other agencies seemingly independently landed on very similar language. So we needed to stand out again.” The new identity centres on the insight that creating something different demands unwavering commitment. This philosophy crystallises in the concept ‘Never be the same again’ – a recognition that brands typically approach Ragged Edge at pivotal moments. “Brands and businesses usually come to us at an inflection point. They’ve already found themselves at a precipice, where things will never be the same again,” says Andrew Kitchener, Associate Creative Director. “Our logo marks the beginning of a constantly shifting horizon, and we’re ready to leap into the unknown with them.” This constantly shifting horizon – dubbed the Edge Spectrum – serves as the visual centrepiece of the identity. The team developed an undulating landscape using a sophisticated technical approach that combines multiple software platforms. “We created the shifting horizon using a combination of TouchDesigner and Cinema 4D. Real topology maps from an open-source satellite data library formed the basis for the constantly shifting forms, unconstrained by conventional physics,” explains Rob Payne, Lead 3D & Motion Designer. The system extends into digital environments through WebGL implementation, tracking cursor movement as it glides across the horizon line.