Mucca elevates the future of storytelling with new identity for Italian podcast and media company

New York City-based branding studio Mucca created the new visual identity for Chora, a new Italian podcast and media company that strives to give voice to a wide range of authentic narratives, through an unconventional range of formats.

To bring that ambition to life, Mucca used research and insightful exploration to unearth the core aspects of the brand’s promise, personality and values. By staying true to Chora’s mission of authenticity, unconventional approach and championing of new perspectives, the resulting strategy helped Much envision how this company would exist and behave in the world. The team also aimed to create a brand that would stand out and be impactful in a quickly growing podcasting market.

The solution began with the logo, the characters of which are inspired by Chora’s ability to bring a new perspective to a story resulting in letterforms that can seemingly be seen from ultimate angles. Similarly, because Chora is a platform that amplifies voices, Mucca chose a speech bubble container.

“We wanted the logo to reflect the power and importance of every person’s personal narrative, not just of the podcasts hosts but of the subjects of each podcast episode” says Matteo Bologna, Mucca’s founder and creative director.

As Chora plans to launch nearly forty podcasts by the end of 2021, it was important to unify the different podcasts under the same media company to strengthen the parent but also give each podcast their own voice. To do so, Much developed an easy-to-use design system, leveraging photography and a wide range of colors to create flexibility within a consistent overall identity framework.

“We decided that every podcast cover would be represented with a photograph of the host of the podcast or a relevant thematic image. The idea was to tint each image, juxtaposing a strong colour and a dark blue, with colour options specific to the particular podcast,” says Maria Silva Mora, senior designer and brand strategist at Mucca.