MADELEINE BROWN UI/UX Designer + Graphic Designer



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WHAT IN THE WORLD?
Visual Identity

What In The World? is a podcast created by Laura and Eugene, recent college graduates who understand the tension between staying informed and tuning out the news. They offer fresh, balanced perspectives that keep you engaged and in the know about what’s happening in the world.


Role: Graphic Designer
Tools:
Adobe Illustrator
Deliverables: Logotype, Logomark, Podcast Cover Art, 
Color Palette, and Typography
Target Audience: Gen Z and other news and
entertainment podcast listeners seeking a fresh,
youthful take on current events




Overview: I created a visual identity with a recognizable logomark and logotype for the podcast’s social media and listening platforms, using a color palette selected by the client.

Competitive Analysis

Screenshots from Apple Podcasts


Research: With the client, I analyzed the visual identities of podcasts with similar names and topics to ensure our direction stood apart. We also explored how Gen Z engages with news on social media to inform the overall look and feel.

Logomarks and Tagline



Design: I created three playful logomark concepts featuring a globe icon. The client selected two logomarks: one where two lopsided semi-circles represent something outlandish happening, and a second with a question mark that forms a landmass on the globe as a nod to “What In The World?.” The logotype uses mixed uppercase and lowercase letters to reflect how Gen Z expresses surprise on social media, making the identity relatable.



Typeface Choice
Logotype: Paralucent Condensed Bold



Color Testing




Color: Color was essential to the identity, establishing a playful and balanced look. After the client selected a palette, I tested all colors using the EightShapes Contrast Grid and adjusted them to work best on a black background, as lighter backgrounds lacked sufficient contrast. The client plans to use these colors to distinguish different topics and themes as the podcast evolves.

Podcast Cover Art




Podcast Cover Art on Spotify







Impact: The visual identity is featured across the podcast’s social media and streaming platforms, helping build brand recognition and connect with the target Gen Z audience. The client praised the concepts and design for capturing their vision and voice.





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