How to Roll Out a Rebrand in 2024: Insights and Trends

May 24, 2024

Discover the latest branding trends for 2024 and learn how to effectively roll out a rebrand. Explore the case study of’s rebrand by Ragged Edge, emphasizing inclusivity, sustainability, and digital innovation.

The trends

Curious about where branding trends are headed in 2024? Branding trends continue to evolve alongside technology, pop culture, and consumer preferences. This year, we’re witnessing a shift towards more inclusive and sustainable branding practices, emphasizing authenticity and emotional connections with audiences. Staying abreast of these trends is crucial for effectively communicating your brand’s values and offerings to the right customers.

Branding is not just about a memorable first impression but also about maintaining a consistent identity that resonates with your target audience. Your brand’s personality, voice, mission, and values should remain consistent, while the expression of these traits can adapt to new designs, colors, fonts, and visuals. Let’s explore the top branding trends of 2024 to help you build a unique and successful brand.

Sustainable Branding

In 2024, sustainability is more than a buzzword; it’s a necessity. Brands are adopting eco-friendly practices and integrating sustainability into their core values. This trend goes beyond using green colors or eco-friendly packaging—it’s about transparency and genuine efforts to reduce environmental impact.

For example, companies are increasingly using recycled materials, minimizing waste, and supporting environmental causes. Sustainable branding not only helps the planet but also attracts environmentally conscious consumers who prioritize brands that align with their values.

Inclusive Design

Inclusivity in branding means creating designs that resonate with a diverse audience. This includes considering different cultural backgrounds, abilities, and preferences. In 2024, brands are making a concerted effort to ensure their messaging and visuals are inclusive and representative of all their customers.

Inclusive design might involve using diverse models in advertising, providing accessible digital experiences, and using language that respects all identities. Brands that prioritize inclusivity foster a sense of belonging and loyalty among their diverse customer base.

Digital Fluidity

With the digital landscape continually evolving, brands must be adaptable and fluid in their digital presence. In 2024, we’re seeing brands invest in seamless digital experiences across multiple platforms. This includes responsive web design, interactive social media content, and personalized user experiences.

Brands are also leveraging emerging technologies like augmented reality (AR) and virtual reality (VR) to create immersive experiences that engage customers in new and exciting ways. Digital fluidity ensures that your brand remains relevant and accessible in an increasingly digital world.

Minimalist Sophistication

Minimalism continues to be a dominant trend, but in 2024, it’s paired with a touch of sophistication. This means clean, simple designs with an elegant twist. Brands are using high-quality materials, refined typography, and a carefully curated color palette to convey luxury and exclusivity without being overly complex.

Minimalist sophistication works well for brands that want to convey a sense of elegance and focus on the essentials. It’s about doing more with less and ensuring every design element serves a purpose. Rebrand by Ragged Edge


Wise, originally launched as TransferWise, has been a pioneer in revolutionizing the financial industry. Over the years, Wise has made international money transfers faster, cheaper, and fairer, serving over 16 million people and businesses worldwide. Their ambition extends beyond money transfers; they aim to build a new, inclusive money system for everyone, everywhere.

The Rebrand

In 2023, Wise undertook a comprehensive rebrand to reflect their evolving mission. Partnering with Ragged Edge, Wise redefined their brand to resonate globally while emphasizing inclusivity and sustainability.

The World’s Money

The rebrand is centered around the idea of “The World’s Money,” highlighting Wise’s mission to make money accessible and usable by everyone, everywhere. This concept is visually represented through a vibrant green palette symbolizing money and progress, replacing the traditional blue associated with financial institutions.

Inclusive and Sustainable Design

Wise’s new identity incorporates elements that celebrate global diversity. The bespoke typeface integrates letterforms inspired by scripts from around the world, and the graphic tapestries feature colors and textures that tell stories of global experiences and cultures. This inclusive approach ensures that the brand resonates with a diverse audience.

Sustainability is also a key focus of the rebrand. Wise has committed to using eco-friendly materials in their physical products and ensuring their digital platforms are energy-efficient. This commitment to sustainability is evident in their transparent business practices and support for environmental initiatives.

Digital Innovation

Wise’s rebrand also emphasizes digital fluidity. The new design system is optimized for digital platforms, ensuring a seamless user experience across devices. The use of AR and VR technologies allows Wise to offer immersive experiences, such as virtual financial advisory sessions and interactive global money transfers.


The rebrand is not just a visual overhaul but a comprehensive strategy that spans all touchpoints. Wise’s new brand identity is integrated into every product, website, and communication channel, ensuring a consistent and engaging experience for users worldwide.

Collaboration and Impact

The collaboration between Wise and Ragged Edge has redefined the client-agency relationship. By working closely together, they maximized their strengths and embraced diverse skillsets to create a brand that truly represents The World’s Money.

Claire Grinton, Director of Brand and Creative at Wise, remarked, “Ragged Edge has been instrumental in shaping our brand’s future. Their deep understanding of our vision and dedication to inclusivity and sustainability is evident in every aspect of the rebrand.”

Cameron Worboys, Design Director at Wise, added, “The new brand is confident, unique, and drives change for our business. Ragged Edge’s partnership has been invaluable in achieving our goals.”


Rolling out a rebrand in 2024 involves embracing current trends while staying true to your brand’s core values. Wise’s rebrand by Ragged Edge exemplifies how to effectively execute a rebrand that is inclusive, sustainable, and digitally innovative. By incorporating these elements, Wise has created a cohesive and impactful brand that resonates globally and sets a new standard for the financial industry.

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