Do’ Chele’ is an atypical podcast, which questions the life and personal experiences of the host, Fernando Alvarado. It is aimed to curious people, with multifaceted and empathetic themes; to entertain, but above all, to make the public feel identified, and achieve reflection with topics that may seem trivial. Accompanying them through the mid-20’s crisis, while sharing a drink.

Fernando approached us to build the visual identity of Do’ Chele’. From the beginning Fernando was clear about the name of his podcast. Which came from the expression in English “my two cents” translated into Spanish: “Mis dos centavos”, in colloquial Dominican Spanish: “Do’ Chele ’”; that is used when someone is going to express personal opinion. He also told us that this podcast was a way for him to philosophize, with topics that seem irrelevant at first glance, but that can actually be deep.

His audience are people within they age range of 18 and 30 years old, Millennials and Gen-Z, is a LGBT+ friendly. A perfect a example of his target audience, is a person just graduated from college, working their first job, with a social conscience, that still figure out their life and themselves, hates social injustice, and wants to learn more of how can be more aware of things that happened in their environment, all while trying to live their life and have fun.

In Fernando’s words: “So let’s say this podcast is a modern day really irrelevant, version of how Socrates used to do it, he would gather people in a public place and start talking about things of life, some people agreed, others did not, many hated him, many loved him. Did he know it was gonna be relevant later? Not really? But he just did it, because he understood that his ideas were worthwhile and that he could generate new interesting ideas in other people.

The point is not that it is one-sided, or that people agree with everything Do’ Chele’ has to say, it is to start a conversation, that you can continue, not necessarily with the host or the team, but with whoever you want.

With this brief, we started working, something that was clear is that he needed a fresh, eye-catching, fun image that would connect with his target. That was playful and bright like Fernando’s personality. We started with the core workbook, in which we establish the brand attributes: Do’ Chele’ offers a podcast to curious people in a polifacética environment with a comprensible voice. To help us feel atypical and capable of question themselves.

For the brand we used bright and youthful colors, in an attempt to capture the attention of his audience. We also gave movement to the typography to show a more relax tone. As a result Fernando launch his podcast in June of 2020, he post his logo with an animation made by Numen, that it result in 2,161 views, 263 likes and 94 comments. He already has two seasons of the podcast and 15 episodes.