Deliverables:
Brand audit
Marketing strategy
Brand identity & guidelines
Design templates
Project management system
Marketing strategy
Brand identity & guidelines
Design templates
Project management system
Brief
Founded by former Tier 1 Special Forces operator, and Canadian Military MCpl , The Collective is an personal development initiative to provide knowledge, insight, and actionable steps on how to hone one's mindset, so we can all be the change we wish to see in the world.
Initially, they came to me to receive design help with their social media posts, but I saw a fantastic opportunity to hone their marketing strategy, and develop a branding and design system that would resonate more effectively with their target demographic.
Brand Audit
Initially, their focus was on creating a large library of podcasts, as that is their medium of conveying their message of self-betterment for the collective. As a result, there was an opportunity to create a cohesive, structured design system.
An analysis of their competition showed
Brand Identity
To make the podcast brand image attractive to listeners it is important to maintain coherence between audio and visual communications.
In terms of the visual identity, the font used for the logo fits the style of the illustration that represents the podcast. La Poudre‘s illustration of a woman on a pale pink background also perfectly matches the brand’s values and audio attributes. It is easily identifiable on podcast platforms.
On Instagram, La Poudre uses the same font and pale pink color combined with backstage pictures in black and white, making the visual identity coherent across platforms.
The visual identity is also 100% aligned with the podcast studio Nouvelles Écoutes’ brand architecture: almost all podcasts from this studio share a similar visual identity (same font + illustrations on a colored background). This is a very smart decision as it allows the audience to easily recognize other podcasts produced by the studio and communicate a professional image to the public.
Brand communication strategy
Audio as the main format
As stated above, a podcast allows one to deeply connect with targeted audiences via intimate conversations and stories. The audio format allows producers to share emotions in a unique way, by only focusing on voices, sounds but also on silence.
Choosing to communicate via a podcast is also a way of freeing the guests from having a camera pointed at them and therefore provides more comfort and ease during the interviews. The podcast format is therefore fully aligned with La Poudre‘s purpose of offering a safe place for women to speak freely.
“It’s my desire as a journalist that led me to produce podcasts. I was very quickly seduced by the possibility that this format brings to listen to a speech over a long period of time. It allows the words of the women I interview to unfold in depth and nuance, without being edited or cut. It is a freedom that is not found in any other medium. When you work for a print media, you are obliged to make a selection of what you say. Whereas in a podcast, you have the possibility of providing in-depth, precise testimonies” explains Lauren Bastide in an interview on 50-50 Magazine (extract translated from French to English).
Authentic content
La Poudre podcast focuses on providing informative and authentic content. The interviews of women are long, allowing sufficient time to discuss important topics around women and feminism in a non-judgemental way. The guests are never interrupted and have the freedom to express their feelings and ideas.
This probably contributed to the growing success of La Poudre. The Podcast often appears within the Top 5 French podcasts on iTunes and their Instagram now counts more than 56,000 followers.
Conclusion
La Poudre’s brand strategy is consistent across different communication touchpoints with the audience. The chosen name, audio, and visual elements perfectly reflect the brand’s identity. They have contributed to the creation of a unique experience for the audience, making the community grow and engaged over the years.
Project Management System & Leadership
As stated above, a podcast allows one to deeply connect with targeted audiences via intimate conversations and stories. The audio format allows producers to share emotions in a unique way, by only focusing on voices, sounds but also on silence.
Choosing to communicate via a podcast is also a way of freeing the guests from having a camera pointed at them and therefore provides more comfort and ease during the interviews. The podcast format is therefore fully aligned with La Poudre‘s purpose of offering a safe place for women to speak freely.