Echo is a network of five documentary podcasts with a combined 2 million monthly listeners. We created the umbrella brand and individual show identities, plus a full suite of motion and social assets for YouTube, Instagram, and Spotify.
The story
What we set out to do.
Challenge
Podcast networks face a paradox: shows need strong individual identities to attract dedicated audiences, but the network brand needs to be recognisable to cross-promote. Echo had five shows with wildly different tones — from true crime to tech commentary. Making them feel like siblings without making them feel identical was the design challenge.
Solution
We built a modular identity system based on sound-wave abstraction. The network logomark uses a clean waveform that can be "tuned" per show by adjusting frequency, density, and color. Each show gets a distinct palette and texture but the underlying geometry ties them together.
Result
The rebrand coincided with a Spotify Exclusive deal. Three shows hit the top-10 in their categories within a month. Cross-show promotion click-through improved 78% compared to the previous year.
We had five shows that looked like they were made by five different studios. Now they look like a family. The system makes our producers feel proud.