Under After

Visual identity for a premium subscription tier of TechCrunch.2018

Extra Crunch

As advertising revenue declined across digital media in 2018, tech publishers pivoted toward subscription models. TechCrunch planned to launch Extra Crunch as a paid subscription offering in-depth analysis, interviews, and research tools for industry professionals seeking deeper coverage beyond daily news.

The challenge was creating a premium tier that signaled subscription value while maintaining a visual connection to TechCrunch's established identity. Under After created a visual system using typography, a distinctive color palette, and custom iconography to differentiate Extra Crunch while preserving recognizable TechCrunch brand elements, supporting the company's expansion from advertising into subscription revenue.

Extra Crunch logo lockup variations with TechCrunch parent brand shown on light and dark backgrounds Extra Crunch icon library including charts, documents, and editorial symbols Extra Crunch brand pattern system applied to digital backgrounds and web layouts Extra Crunch brand collateral including social media graphics and promotional materials Extra Crunch comprehensive brand guidelines showing logo, typography, color, and iconography specifications

A premium subscription tier for TechCrunch, designed to signal subscription value while staying connected to the parent brand.

Services: Brand Identity

Outcome: Extra Crunch launched in February 2019, reaching tens of thousands of subscribers within a year. It was later rebranded TechCrunch+ and sunsetted in February 2024, with content made free.

Client team: Dustin Senos (Small Animal Studios), TechCrunch.