When CEO Austin Rief and former Senior Product Lead Tyler Denk approached the Paradigm team in 2017, Morning Brew was just 2 years old an had under a million subscribers.
Morning Brew approached our team to help envision and updated, more inclusive brand identity and visual style for their newsletter.

Skills Involved

The Process

Our process began by conducting an audit of Morning Brew's current brand at the time, along with competitive analysis of other brands that Austin and Tyler admired or wanted to channel the impression of.
From there, we started with the logo, developing over 100 hand sketches of potential options before turning them into mid-fidelity concepts for Austin and Tyler's review.
I met routinely with Austin and Tyler to go-over our ideas and to incorporate their feedback.
Over the course of a month, we centered on a few select concepts, along with mockups of what logos, colors and visual styles would look like in the context of the newsletter, social media accounts and digital advertisements.

Once a final concept was selected, we carried the design into a package of branding and marketing deliverables, including a final logo and brand style guide, a newsletter template, and a suite of simple social media posts the Morning Brew team could share to advertise their network.
Post delivery of the branding package, we also worked to create custom logos and illustrations for holiday variations of the newsletter or special events.
Though the brand has continued to evolve over time, the logo we designed continues to be Morning Brew's primary ambassador to the world and is featured on all of its channels, communications and merch.