{"id":234,"date":"2025-09-18T12:34:52","date_gmt":"2025-09-18T12:34:52","guid":{"rendered":"https:\/\/newtoursagency.com\/?p=234"},"modified":"2025-09-23T09:29:48","modified_gmt":"2025-09-23T09:29:48","slug":"tilts-rebrand-by-ragged-edge-democratizes-the-future-of-credit","status":"publish","type":"post","link":"https:\/\/newtoursagency.com\/index.php\/2025\/09\/18\/tilts-rebrand-by-ragged-edge-democratizes-the-future-of-credit\/","title":{"rendered":"Tilt\u2019s Rebrand by Ragged Edge Democratizes the Future of Credit"},"content":{"rendered":"

The credit system in the United States has long leaned away from the very people it was designed to serve. For more than 100 million working Americans, fair credit remains out of reach, locked behind outdated metrics that punish past missteps instead of recognizing potential. Now, with a new name and brand identity crafted by London-based agency Ragged Edge<\/a>, fintech company Tilt<\/a> is signaling that the odds are about to change.<\/p>\n

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Formerly known as Empower, Tilt isn\u2019t tinkering at the edges; its underwriting model considers over 250 non-traditional signals of financial health, from steady paychecks to responsible bill management, in an effort to extend access to those left behind by traditional lenders. But the rebrand goes beyond a functional fix; it\u2019s a declaration that Tilt is here to credit people for what they\u2019re capable of, not what they\u2019ve been penalized for.<\/p>\n

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Ragged Edge\u2019s solution<\/a> was to double down on Tilt\u2019s mission through design that feels anything but generic fintech. The name itself carries the metaphor: a turn toward fairness, a nudge in favor of the underdog. The identity is stripped back to stark black and white, but sparked alive with jolts of chartreuse, a classic confidence paired with optimism. The signature-style logo evokes a personal commitment rather than a corporate seal, while customized typography literally leans forward, infusing urgency into the brand voice.<\/p>\n

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Painterly illustrations by Pearl Chuaynarong<\/a> add grit and humanity. Brushstrokes embrace imperfection, a subtle yet powerful counterpoint to the sanitized, pastel friendliness and blue formality that dominate financial services. This tactile texture grounds Tilt in the reality of working people\u2019s lives \u2014 messy, resilient, unfinished.<\/p>\n

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Many fintechs lean into friendly banter, trying to soften finance with emojis and empty warmth. Tilt instead opts for something more radical: conviction. \u201cTilt customers don\u2019t need another friend,\u201d Ragged Edge\u2019s Fia Townshend explains. \u201cThey need help kicking down doors.\u201d The voice is soulful, intelligent, and uncompromising, a steady hand that believes in the people it serves.<\/p>\n

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The positioning is already paying off. The click-through rates of Meta campaigns featuring the new identity have soared, proving that a brand built with belief can cut through both clutter and skepticism.<\/p>\n

What\u2019s remarkable here is not simply a name change or a design refresh; rather, it\u2019s the reframing of an entire category. Credit brands have historically branded themselves around authority, reliability, and security, but Tilt instead projects grit, warmth, and urgency. It\u2019s branding as activism, design as a lever for systemic change.<\/p>\n

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Tilt needed a brand with teeth. One that could challenge outdated systems and credit people for their potential.<\/p>\n

Matt Smith, executive creative director at Ragged Edge<\/cite><\/p><\/blockquote>\n

In a sector where sameness is the norm, Tilt is proving that a brand built on conviction \u2014 and expressed through design with edge and soul \u2014 can do more than look different. It can start to tip the scales.<\/p>\n

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The post Tilt\u2019s Rebrand by Ragged Edge Democratizes the Future of Credit<\/a> appeared first on PRINT Magazine<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

The credit system in the United States has long leaned away from the very people it was designed to serve. For more than 100 million working Americans, fair credit remains out of reach, locked behind outdated metrics that punish past missteps instead of recognizing potential. Now, with a new name and brand identity crafted by […]<\/p>\n","protected":false},"author":1,"featured_media":236,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-234","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-architecture"],"_links":{"self":[{"href":"https:\/\/newtoursagency.com\/index.php\/wp-json\/wp\/v2\/posts\/234","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newtoursagency.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newtoursagency.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newtoursagency.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/newtoursagency.com\/index.php\/wp-json\/wp\/v2\/comments?post=234"}],"version-history":[{"count":3,"href":"https:\/\/newtoursagency.com\/index.php\/wp-json\/wp\/v2\/posts\/234\/revisions"}],"predecessor-version":[{"id":256,"href":"https:\/\/newtoursagency.com\/index.php\/wp-json\/wp\/v2\/posts\/234\/revisions\/256"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newtoursagency.com\/index.php\/wp-json\/wp\/v2\/media\/236"}],"wp:attachment":[{"href":"https:\/\/newtoursagency.com\/index.php\/wp-json\/wp\/v2\/media?parent=234"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newtoursagency.com\/index.php\/wp-json\/wp\/v2\/categories?post=234"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newtoursagency.com\/index.php\/wp-json\/wp\/v2\/tags?post=234"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}