Visual identity for a premium subscription tier of TechCrunch.2018
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.
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.
Interim product direction, brand strategy, and visual identity for a parenting media brand.
2018
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