Building a brand for the culturally complex for Xeno Podcast

Branding | Website Design

Podcast and digital community, Xeno was born out of the need and desire to create space for those who may see themselves as ‘culturally complex’ in a world that can be increasingly hostile to those who are considered ‘different’; telling the stories of shared humanity and ‘unbelonging’ by founder and host and ‘third culture kid’* Isabella McDonnell. 

In an overcrowded and busy space, creating a brand for a podcast that stood out, but didn’t shout - instead allowing the content and people to shine, was a challenge.  

Not long into the project, the concept of ‘threads’ began to emerge. 

“Exploring the idea that our identity is a thread that runs through our lives, changing and growing, but constant. This concept brings a sense of movement and fluidity, the letterforms flow into each other and merge together suggesting support and community.

The fonts are modern and elegant, muted colours and beautifully curated photography will lift the brand and create a minimal and airy feel. An open and inviting space.”

The concept spoke clearly and simply to what Isabella imagined for the brand, and allowed for playful and creative exploration of lettering, shape and form. We wanted the podcast identity to feel strong, powerful and feminine yet to not overshadow the people that were the heart of the brand. Creating a unique typographic mark - bespoke lettering with quirks and individuality, laid a solid foundation. We then explored subtle hand drawn lines or ‘threads’ that flow through the brand, bringing life and movement and a sense of togetherness. Using an earthy colour palette gives a sense of being grounded, and brings a softness to the brand. 

*Third culture kids: “Children who spend their formative years in places that are not their parents’ homeland[s].” (Source: Ruth Hill Useem).