# Extra Crunch — Under After

Tech media companies were pivoting from advertising to subscription models as readers sought deeper analysis beyond daily news. Under After designed the Extra Crunch visual system that balanced a premium subscriber tier with TechCrunch's established brand.

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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.

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*Published by [Under After](https://underafter.com), a brand strategy and design studio founded in 2008.*