Building a Brand That Starts Conversations — From Concept to Launch Strategy
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When the A Propósito team approached Over the Fold, they had the vision and message — but no brand identity or launch plan.
They needed a complete creative direction to: • Build a recognizable bilingual brand that resonated across Spanish and English-speaking audiences. • Create visual consistency across podcast cover art, social media, and video content. • Develop a pre-launch strategy that built awareness before the first episode aired. • Design a system for ongoing content rollout across multiple platforms.
Over the Fold took A Propósito Podcast from concept to fully branded production through a combination of creative strategy, digital design, and marketing execution.
1. Brand Identity & Logo DesignWe developed a bilingual identity centered on authenticity and community. The logo uses warm tones and clean typography to feel approachable yet sophisticated — reflecting the podcast’s mission to make deep conversations feel relatable and human. 2. Website & Social Media SetupBuilt a simple yet elegant website highlighting upcoming episodes, host bios, and embedded audio/video players. Designed cohesive templates for Instagram, YouTube thumbnails, and promotional reels to keep the brand visually consistent across all channels. 3. Video & Audio EditingProduced engaging promotional reels and podcast clips optimized for social media platforms like Instagram Reels, YouTube Shorts, and TikTok — tailored to generate curiosity and emotional connection. 4. Launch Campaign StrategyCreated a pre-launch content calendar that included sneak previews, “meet the hosts” posts, and behind-the-scenes footage to build momentum before launch week.Included bilingual captions and messaging to connect with both Latinx and English-speaking audiences. 5. Post-Launch OptimizationImplemented a recurring promotional system using highlights, quotes, and themed episodes to sustain audience growth and improve retention.
