Podcast Branding for KQED, 2024

Roles
Designer, Art Director

Summary of responsibilities
Concept ideation and mood boards for hero podcast artwork, design iteration and development, digital asset production (including web banners, podcast mobile app graphics, digital ads, social media templates), creation of brand guidelines and kit

Collaborators
Zaldy Serrano: Creative Director
Lindsay Cohen: Marketing Director
Becca Kao: Art Director
Morgan Sung: Key stakeholder / show host
Jen Chien: Director of Podcasts
Katie Sprenger: Podcast Operations Manage

Process / Phase I

Close all Tabs was a two phase project. In the first phase, the podcast — still in development and testing — needed to have artwork that matched other KQED sub brand shows. My approach to Close All Tabs involved combining existing brand colors and typography with a new visual narrative inspired by the show concept. The show artwork needed to quickly communicate the subject matter of web deluge, and have a specific web-aesthetic edge to match the vibe of the host and her fellow Gen-z audience.

Phase II Development

The pilot/test episodes of “Close All Tabs” were successful, so the show was approved to become a regular KQED podcast (rather than a sub brand property). This allowed for us to revisit the brand with a fresh eye, and without the constraints of KQED fonts and colors. We ideated and considered new concepts for the composition and hero image, but since the show had been successful, my recommendation was to maintain core components from the Phase 1 design, and see how we could evolve from the first iteration by rethinking typography, color, and illustration style. After explorations into many different niche internet aesthetics, including an exploration into a more explicitly feminine color scheme, and building out custom lettering inspired by pixel art of the 90s, the final design language was a blend nostalgic internet references with contemporary finishings, and resonated well with the host Morgan.