My ten favourite branding projects of 2024. An extremely subjective list in no particular order. A thread.

Loads more branding projects on our website. https://t.co/nowJM46hqc

My favourite @Ragged_Edge project? Hard to choose but love how singular we got to be with @Solflare.

That's my ten. Special mention to Sigma by @SthlmDesignLab and Living Roots by @Smith_Diction which should both be in there but I couldn’t decide what to leave out. So much good work this year, sorry if I forgot your project.

Seed by @mouthwashstudio. This is the way to deliver an evolution. A heavyweight upgrade to an already great identity. Special shout out to the motion design in the launch video.

Evil Ray by Pembleton. This doesn’t seem to have been widely circulated yet, but every glimpse I’ve had has been an “I wish we did that” moment. “The official enemy of the sun” is an incredible line. Ray Mombassa designed the logo, and Seachange did the packaging.

Mud by Angelina Pischikova & Karina Zhukovskaya. Another brand that goes all-in on a single concept. This won a ton of awards and rightly so. Again, the writing stands out: “for dirty dogs”.

@twelve_labs by @pentagram. So many of the AI rebrands feel rushed out. This is the opposite. Concept driven, with an identity system that scales from the logo right through to data visualisation.

Saintly by @UF_quipsters. Makes the list for its commitment to a concept. Every single design and copy decision is driven by the central idea. The result is a brand that’s memorable and silly in the very best way.

@amazon @studiokoto @NormalComputing by Company Policy. All AI brands look the same? Not this one. This is B2B with swagger. The name. The brash red. The sophisticated design system. The just-the-right-side-of-arrogant key line: “when the future of AI arrives, it will be Normal.”

@Amazon by Amazon XCM and @studiokoto. For sheer scale of impact this is the year’s biggest achievement, and the project I am most jealous of. It’s notable how successfully it has been applied across the breadth of the Amazon business.

Jolene by Studio Frith. This refresh of the 2019 identity keeps the ridiculously charming logo (drawn by Frith Kerr’s six-year-old son), and layers in a beautifully judged palette of secondary colours, animated illustrations and type. Wonderful.

@swimclub__ by @centerbklyn. One simple idea, executed with conviction. This is the hallmark of any Center project, and it works so well for this fertility supplement brand. Confident, playful and impactful.

@atleticodallas by @MonikerSF and @ModestWorks. It was always going to be hard to follow their work for Dallas Trinity, but this is arguably even better? The snake and wolf crest is the highlight, but the whole ID is so well judged.

My 10 favourite branding projects of 2025. An extremely subjective annual list, in no particular order. A thread.

Full Palmetto case study on the @Ragged_Edge site: https://t.co/3Y4Bj4npuE

New work: Palmetto rebrand by @Ragged_Edge. Running a greener home has always been about compromise. Enough of the sacrifice. Swap to Palmetto and have it all.

Full Tilt case study on the @Ragged_Edge site. https://t.co/pdrLdrLQTY

Particularly proud of the writing in this one. Get the credit you deserve.

New work from @Ragged_Edge. Introducing Tilt. A new name and new brand for a new credit system, designed to level the playing field for millions of Americans. Tilt the odds in your favor.

Deep dive into the case study here https://t.co/ZWAlqjTTpK