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After ten years of growth in a congested market, audio streaming platform Mixcloud is evolving to connect audiences more closely to the creators and cultures they love. We came onboard to translate a new commercial strategy into a fully formed brand identity which will propel them through the next decade.

Mixcloud is used by tens of millions of creators and listeners worldwide. Its unique catalogue of 50 million handcrafted radio shows, DJ mixes and podcasts span every genre, taste and scene. Fans typically listen deeply to specific creator channels, with the average listener engaging for over an hour a day. After a decade of organically growing its community, Mixcloud’s next challenge is to reposition itself as a different kind of streaming platform with a new mission: to get more fans directly supporting the creators and cultures they care about.

Building on Mixcloud’s own work, we translated abstract strategy into an authentic character and proposition, to guide how the brand should look, sound and feel. Through exploration and workshops, we found the key to clear space in the market – the emotional connection Mixcloud nurtures between a creator and their audience.

This thinking led us to the central creative idea – the connector. It amplifies key words, connects genres, people and locations. Its scale and rhythm varies dependent on mood. Sometimes calm. Often frenetic. Always moving and bursting with energy.

To truly test the work and show its potential, we explored different ways of using connection to root discovery into the heart of the product. We looked at how far things might go, from a simple reskin of the product to using the connector to guide user experience in different ways for Mixcloud’s player, discover tool and website.

The brand leaps into the world on social and gets physical in a collection of merchandise, clothing and stickers. Here, the iconic typography really comes into its own as Mixcloud can ‘own’ genres without relying too heavily on the logo.

In developing a new paid subscription model, Mixcloud is helping audiences to get closer to the creators. We extended the new identity into a look & feel for Mixcloud Select, with raw imagery, refined colours, a hand-drawn typeface and looser use of illustrative elements.