Mixcloud rebrand

Category: Brand Identity; Entered by: Output

Mixcloud is an audio streaming platform used by tens of millions of creators and listeners worldwide. Its 50 million handcrafted radio shows, DJ mixes and podcasts span every genre, taste and scene, with typical fans listening deeply to specific creator channels.

After a decade of organically growing its community, Mixcloud’s next challenge was 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.

To do this, Output defined an authentic character and proposition, guiding how the brand should look and feel. Through exploration and workshops, the studio found a clear space in the market – the emotional connection Mixcloud nurtures between a creator and their audience. This led to a central creative idea – ‘the connector’.

The bespoke typeface Output produced with Pangram Pangram extends this concept. With a mass of user-generated imagery, the customisable font pulls everything together with a sense of ownership. Ligatures can join pairs of characters, or become more playful and exuberant.

To truly test the work’s potential, Output explored different ways of using the connector idea within the Mixcloud experience, from a simple reskin to guiding the user experience in different ways for Mixcloud’s player, discover tool and website. The branding is also used across social and on a collection of merchandise, clothing and stickers.

Design: Output
Creative Director: Johanna Drewe
Brand Designer: Tom Shotton
Digital Designer: Sam Hodges
Head of Production: Dan Fox
Custom Typeface: Pangram Pangram