The project goals
NPR’s goal was to freshen up it’s premier morning news podcast brand ‘Up First’ in order to appeal to a broader audience. Along with the brand refresh I examined how the new language and visuals will be leveraged into engaging advertising campaigns across print, digital and social media.
‘Up First’ brand toolkit
A comprehensive style guide was developed with the brand personality, tagline, logo rules and promotional assets. The logo gradient, inspired by the morning sunrise, became the base for a range of color expressions used throughout the brand guide.
Digital advertising campaign
For the launch of the ‘Up First‘ weekend podcast a digital banner and social media campaign was developed. Through close partnership with the NPR creative team we developed the campaign line ‘Wake Up. Catch up.’ The copy and concept was paired with the new brand mark circle rising through a cloud filled sky.
For the social media campaign the visuals where extended to allow for topical promotion. With a variety of pre-templated content the social feeds can be updated regularly to increase engagement wiht the growing NPR demographic.
Brand and concept development
As part of my brand and campaign development I always explore a wide breadth of design and copy options. This allows us to see the brand articulated into a variety conceptual and visual applications. Additionally we can vet the strongest direction and share these explorations with stakeholders.