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.
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 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