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.
As advertising revenue declined across digital media in 2018, tech publishers pivoted toward subscription models. TechCrunch, a leading tech news site, planned to launch Extra Crunch as a paid subscription service offering in-depth analysis, interviews, and research tools for tech industry professionals seeking deeper coverage beyond daily news.
The brand challenge required creating a premium tier that signaled subscription value while maintaining visual connection to TechCrunch's established identity. Under After created a visual system that used typography, a distinctive gold color palette, and custom iconography to differentiate Extra Crunch while preserving recognizable TechCrunch brand elements. The identity supported the company's expansion from advertising-based revenue into subscription services.
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