Screenshot of Ragged Edge

Ragged Edge

raggededge.com

The reference for cult London branding agencies — Grit serif paired with ABC Diatype Expanded, near-black #181F1F on soft mint surfaces, fat 40-64px radii, and a video-saturated 11774px scroll that lets the work do the talking.

Creative Studio Brand Agency niche

Design tokens

page
text
textMuted
textBody
surfaceMintSoft
surfaceMintPale
surfaceMintDeep
surfaceInvertedNearBlack
surfaceInvertedSlate
black
accentSalmon
accentCandyPink
display
Grit-Regular, serif
shoutHeadline
ABCDiatypeExpanded-Bold, sans-serif
body
ABCDiatype-Regular, sans-serif
fallbackSystem
ui-sans-serif, system-ui, sans-serif

Do / Don't

Reference it for

  • Near-black rgb(24, 31, 31) text as primary (429 hits) — disciplined, not pure black
  • Soft mint rgba(220, 242, 235, 0.6) panel washes as section-break surface (17 hits)
  • Deep mint rgb(150, 235, 235) flood-fills for accent panels (9 hits)
  • rgb(31, 50, 51) inverted-section dark panel (3 hits) — slightly cool, slightly green
  • Single hot rgb(245, 101, 101) salmon-red accent used surgically (1 hit only)
  • rgb(255, 199, 245) candy-pink as occasional supporting tone (1 hit)
  • Grit-Regular display serif with literally-ragged terminals — the type *is* the brand
  • ABCDiatypeExpanded-Bold for shout-headlines and nav (Dinamo's expanded cut)

Do not copy

  • The "Ragged Edge" name or the ragged-terminal logomark
  • The Grit-Regular display serif (commercial licence, brand-coded)
  • The ABCDiatypeExpanded-Bold / ABCDiatype-Regular Dinamo licences (or use the same combo on a non-agency brand)
  • The "Never be the same again" manifesto headline
  • The Wise case study or any of the named client work
  • The "Partnerships / Approach / Happenings / Join" nav vocabulary verbatim
  • The mint palette #DCF2EB / #96EBEB / #EBF7F3 if it would clash with brand colour
  • The "ragged-edge" wordmark treatment with mixed weights / cuts

Signature moves

ragged-serif display on near-black over soft mint

a display serif with literally-ragged terminals (Grit) sets 78-82px headlines with tight negative tracking (-1.64px / -0.78px) in near-black (#181f1f) over soft mint panel washes (rgba(220,242,235,0.6)) and deep-mint flood-fills.

fat soft-only radius scale with reframed nav vocabulary

a four-step radius scale (40/54/64/9999px) keeps every corner soft with 64px dominant for monumental panels and 9999px pills for tags/CTAs, paired with reframed nav labels ('Partnerships' not 'Clients', 'Happenings' not 'News').

video-saturated long-scroll narrative

an 11774px long-scroll narrative lets autoplay case-study videos do the talking (motion is the work), with a manifesto headline doubled across two scenes.