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About the project
Behind The Screens is Pineapple’s podcast where the founders have candid conversations with design leaders to uncover unspoken leadership lessons.
For season 2, we created a bold visual identity that matched the podcast’s ambition, distinct from Pineapple's own branding, built to run across a multi month campaign and two drops.
my role
I played a key role in shaping the visual identity by developing the core brand concept, defining the colour palette and extending the brand across every marketing touchpoint. This included all brand collaterals, social media content for promotion, and ideation & storyboarding for videos.
the challenge
While season 1 was a wild success, it’s identity leaned on Pineapple's branding rather than carving out its own space. Season 2 needed an identity that could be distinct, eye-catching, and fun enough to match the tone of the conversations.
Core concept
A flat 2D rectangle drawn out to a 3D shape to expose what's behind the screen.
The shape can be surprising versatile as chat bubbles, quote highlights and spotlights on guests. It’s movement forming the foundation of the motion identity.
key decision
Giving shape to candour
The logo is shaped like an irregular chat bubble that adds a sense of informality, a nod to how raw the conversations actually get and reflects the multiple viewpoints the podcast explores.
key decision
Loud by design
We chose vibrant colours, worlds away from Pineapple's own palette, to keep the identity fresh and fun. For the type, we chose Polysans, a geometric sans with unique ink traps that can scale from posters to tiny captions.
the impact
By creating a distinct visual identity and a multi-channel campaign, Behind The Screens Season 2 outperformed season 1 by almost doubling the organic impressions to 1.24 million and 12k shares across all social media platforms.
Credits
This project was completed at Pineapple in collaboration with the brand, product and motion design teams.
