At EDL, we were rethinking how we communicate. We wanted a dedicated format to share our thoughts, something separate from the work we usually do. That led us to create a podcast.
But a podcast isn’t just about recording episodes. It needed its own brand identity, one that could stand on its own across streaming platforms, social media, merch, and beyond. We wanted something bold and something instantly recognizable.
Designing a podcast brand isn’t like designing a product. It didn’t need to be timeless—just striking. With high internal standards, everything had to feel intentional: the name, website, and branding all working together.
We started with aesthetics. Our designers explored typography combinations, generative graphics, and geometric shapes. After an internal design review, we landed on a visual direction and logo.
To ensure a consistent but ever-evolving look, we built a generative processing program. This allowed us to create unique Spotify artworks effortlessly, just input a color and image, and the program handled the rest. This approach carried over to episode artwork, merch, and social content.
Finally, we brought it all together with a Framer-built website, designed and developed in just a week.
Focus State is a podcast that’s unmistakably ours—a brand that stands out visually before anyone even presses play. Exactly what we set out to create.
