"Ragged Edge's newest project has been creating the visual identity for a small loans business called Tilt, formerly known as Empower. Crucially, the visual identity needed to reflect Tilt's mission to be a genuine force of good in people's lives - people who are often overlooked by the credit system. This meant creating tangible strains of empathy and honesty through the design so that people approaching Tilt in a time of need could feel that trust up front."
"We carried that humanity into every detail, from the cursive logo and type to the raw, honest photography and illustration," says Matt. In the photography side of Tilt's overhauled image, Ragged Edge worked with Charlie McKay, to ensure sitters were captured with respect - in work environments or with family. It aims to make the hard-working people who reach out for financial help feel acknowledged and validated."
"Tilt's rebrand incorporates stressful financial scenarios with calming digital paintings by illustrator Pearl Chuaynarong, offering a balm to moments that can be worrying - but they can be helped and managed; one painting shows a flat tire while another depicts the keys of a car being given over to someone as a gift. In both moments of loss and gain, there is always the creeping issue of who is out of pocket - but Tilt is reassuring."
Ragged Edge redesigned Tilt's visual identity for a small loans business formerly called Empower, aligning name, strategy, and product range during an inflection point. The rebrand centers empathy and honesty for people often overlooked by the credit system, conveying trust through the slogan 'good for it', a cursive logo and candid photography by Charlie McKay that depicts sitters respectfully in work and family contexts. Calming digital paintings by Pearl Chuaynarong soften stressful financial scenarios, portraying solvable moments such as a flat tire or handing over car keys. The overall approach aims to acknowledge hard-working customers and reassure them in moments of need.
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