Now, with a new name and brand identity crafted by London-based agency Ragged Edge, fintech company Tilt is signaling that the odds are about to change. Ragged Edge’s solution was to double down on Tilt’s mission through design that feels anything but generic fintech. Tilt instead opts for something more radical: conviction. “Tilt customers don’t need another friend,” Ragged Edge’s Fia Townshend explains. Credit brands have historically branded themselves around authority, reliability, and security, but Tilt instead projects grit, warmth, and urgency.