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As Radiolab enters its 20th year, one of audio’s most loved products came to us to build a brand strategy, identity and digital experience reflective of Radiolab today. The former was created to be a representation of a single podcast in WNYC’s portfolio, but in the intervening years, Radiolab grew into one of the world’s largest podcasts, reaching an audience of 1.6M weekly listeners.

The liminal space

We teamed up with our friends at Territorial to create a brand strategy that could be communicated internally across teams, and then effectively messaged externally to Radiolab’s devoted audience and dedicated partners. We defined Radiolab’s proposition, behaviors, and messaging, realizing that for its listeners, Radiolab reveals the limitless potential of a more mutable and inclusive world — a world where new answers are emerging and transforming before our eyes. As it explores the edge of understanding, it also pushes it farther out. Radiolab rewrites what we know, and what we think we know.

  • Brand Strategy
  • Identity & Brand Design
  • 3D & Motion Design
  • Product Strategy
  • UI/UX Design
Radiolab brand colors in a video test signal style layout
Chart of the fonts, font sizes, and applications for the design system
graphic from a Radiolab website call-to-action that says ‘Investigating a strange world’ in blue on a light blue background

The freq, c’est chic

This spirit of Radiolab is captured in the new logo that we lovingly named ‘The Freq’. This mark can serve as a standalone visual element, or can be paired with the wordmark, photography, or content to create an infinite supply of compelling branded assets. We designed a new typographic, photography, and motion system, alongside a new color palette to give Radiolab as much flexibility as possible to express its newly defined strategy.

Radiolab wave logo in black on white
Radiolab wave logo in white on red

A digital world for an audio experience

Our next goal was to bring this work to life in the new site, its first standalone experience outside of WNYC’s digital architecture.

4 mockups of different Radiolab podcast cards on a pink background
Pitch us graphic
Read the credits graphic

We wanted the site to be straightforward, unfussy, and above all content-focused, with a particular emphasis on navigating Radiolab’s huge episode archive and its growing paid membership base.

mockup of the new Radiolab homepage

Want to know more?
Let’s talk.

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