The solution was to create a custom logotype that would be fitting not only for the nature of the Awkard Therapy series and the audience it serves but to Lewis and Jay who both take a playful and inquisitive approach to their podcasts.
It was clear from my exploration that taking a larger-than-life and out-of-box direction would give us an opportunity to create a mark that was unique, distinctive, and appropriate.
Once I was able to construct the lettering, I realized there was an opportunity to carve out a distinct element in the logotype by flipping the K horizontally so it created that out-of-the-box, rebel-like messaging. It became the “taboo” letter. The one that wasn’t traditional but broke all the rules and redefined its position.
After realizing the logotype direction was locked in, another opportunity to create additional assets that could add flexibility and simplicity to the branding experience opened up and I immediately began carving them out. Taking the backward K out of the logotype now allowed us to use it as a logomark to further identify the series in a simplistic way. This would also assist in the logomark being able to exist in spaces that are smaller in nature such as mobile devices.
I was able to take things a step further and create what I like to call, “therapist icons” that use the AW in the word AWKWARD to playfully identify Lewis and Jay. Each step of the way, the idea was to create an identity system that was outspoken, disruptive, and playful all while carving out a unique face in their already saturated industry of podcast creators.
At the end of the day, the duo decided to move forward without an identity for the series and ended up using the School of Greatness’s current branding for the series but it was a great opportunity to create an amazing piece of work all within a 2-day time frame.