A human rebrand behind a $1.5bn AI notepad

The client

Granola is an AI notepad that captures the context of every meeting so people can skip the busywork. It was already popular with Silicon Valley executives and wanted to reach knowledge workers everywhere.

The challenge

Most AI productivity brands look cold and clinical and talk about efficiency, process and speed. Granola needed to stand out in a crowded, look-alike category and turn a product loved by a niche into a mainstream brand. The relaunch also had to work offline, not just on screen, across three major cities.

The solution

The results

On launch day Granola became the No. 1 trending topic on X and had the biggest download day in its history. A month later, Ramp data ranked it the world's second-fastest-growing software brand. Three months after the rebrand it raised $125m at a $1.5bn valuation, with investors citing the brand as a key differentiator.

“Ragged Edge pushed us to build the brand we've always wanted. Different to everyone else, and uniquely us.”

Tools & stack

Original project by Ragged Edge ↗ — published by the delivering agency, included here as an industry reference.