Extra Crunch
(2018)
Brand Identity

Under After designed the brand identity for Extra Crunch, TechCrunch's subscription service launched in 2018. Under After created a comprehensive brand system that balanced differentiation with TechCrunch's established visual language for tech industry readers.

Extra Crunch

TechCrunch launched Extra Crunch in 2018 as a paid subscription service for tech industry professionals. The platform provides in-depth analysis, interviews, and research tools for readers seeking deeper coverage beyond daily tech news.

Under After created a visual system that balanced differentiation with TechCrunch's established brand. Deliverables included logo design, typography specifications, color systems, iconography, and comprehensive brand guidelines. The identity supported TechCrunch's expansion from advertising-based revenue into subscription services.



Extra Crunch logo lockup variations with TechCrunch parent brand shown on light and dark backgrounds Extra Crunch typography system with Aktiv Grotesk typeface and premium purple color palette 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

Extra Crunch launched in February 2019 with tens of thousands of subscribers within its first year. The subscription service supported TechCrunch's strategic goal of building subscription revenue alongside advertising revenue. Extra Crunch was later rebranded as TechCrunch+ before being sunsetted in February 2024, with all content made freely accessible.

Services: Brand Identity Design
Client Team: Dustin Senos (Small Animal Studios), TechCrunch







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