Warm and Fuzzy Podcast

Identity Refresh, Brand Strategy, 2023.

The Challenge
Forming a friendship over a mutual love of nostalgic movies, hosts Shane and Amelia founded WAF, a show unpacking films of the 90’s/2000’s through the millennial lens. Back for a new season, the format shifted to include contemporary pop culture; no longer purely nostalgic, this new direction needed to be translated.

The Solution
A type-led identity was created, driven by the brand idea of ‘connection’. This was based on the insight that WAF is about more than pop culture, it’s also about their friendship. The show (and its origins) reflects the role pop culture plays in many of our lives — the facilitator of connection.

The Wordmark
Differing weight and width, yet unified by family, the wordmark visually represents pop culture’s ability to connect and unify people of all backgrounds. The mix-and-matching continues throughout the identity, adding a playful dynamism to reflect WAF’s personality.

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