Vancouver-based podcast company Pacific Content is responsible for creating award-winning podcasts for clients across North America. In the spring of 2019, they were acquired by Rogers Media. At the end of 2019, the Pacific Content team reached out to Rogers Creative Services to see how we could elevate their current brand identity.
deliverables
Updated Brand Identity
Presentation Deck Template
Pitch Deck
Before beginning any work on potential concepts, we audited the current state of Pacific Content’s brand to document which ways they marketed themselves, how they did so, and where they stood in comparison with their direct competitors.
After reading reviews from past Pacific Content clients, we determined that Pacific Content needed a brand identity that would represent their proven expertise in the field of podcasts. Their brand needed to be flexible enough to speak to different audiences, as they worked with clients that ranged from Fortune 500 companies to smaller unorthodox start-ups. And above all else, the brand should exemplify the friendly and outgoing personalities of the team.
Key Findings
- Typefaces were inconsistent and randomly chosen across all materials.
- The colour palette was fairly simple and lacked saturation which made everything feel too flat.
- The only graphic elements in the brand were icons of various styles from different sources, and a thin line wave that was hard for viewers to see.
Once our team and Pacific Content were aligned on a concept, we moved forward with addressing each part of the identity. The PC team didn't want a full redesign of their logo, so we looked for some easy fixes like removing the unnecessary period in the wordmark. The icon was changed to a circle shape to make it easier to fit in social media avatars. New brand typefaces were chosen that gave the brand a more authoritative voice, while still feeling friendly and relatable. These specific typefaces were also chosen due to their availability on Google Fonts, which the PC team used for creating their decks. And a brand new colour palette would stand out more than their previous colours, with a wider range of tones to choose from.
Two different sets of graphic patterns were created, one with lighter shaded marbling textures for a more creative audience, and one with deeper tones and analytical line graphics for more serious analytical audiences. Both of these patterns use waves to connect back to the roots of Pacific Content as a west coast company.
We also created a pitch deck template that was available to the Pacific Content team on Google Slides. Certain slides had variations using the creative and analytical graphics, so that the team could pick the look most appropriate to whom they were pitching to. And we were able to create subtle animations for slides within Google Slides.
Design Director: Bart Sciana
Creative Director: Janki Lathia
Art Director: Alex Rosa
Project Manager: Jenn Pritchard
