Through an excursion in my studies, I recently had the pleasure of attending OFFF Barcelona 2024, one of the leading conferences for creativity and design. But among all the captivating talks and innovative ideas, it was the talk by Ragged Edge, a branding agency from London, that reignited my passion for branding.
Ragged Edge describes itself as an agency for people who want to achieve the impossible. Their approach to branding is refreshingly different – away from egos and towards ideas that challenge the status quo and can bring about change. They emphasize that branding is not just about superficiality, but involves profound strategic and creative steps that can bring about change both inside and outside an organization.
I was particularly intrigued by their project with Wise, a company that aims to revolutionize the global financial system. Wise already has a huge impact on how money moves around the world and is now striving to make this money system accessible to even more people, in even more places. The collaboration with Ragged Edge helped Wise create a standout brand that makes the concept of ‚the world’s money‘ accessible to everyone, regardless of location or financial situation.
Ragged Edge’s talk about their work with Wise was a wake-up call for me. It showed me how branding not only transforms businesses, but can also impact the way people interact with money. This idea of transformation through branding inspired me so much that I decided to continue exploring this topic in my Master’s thesis.
