Mixcloud, evolved

This is audio culture

Mixcloud is known for its diverse catalog of 50 million radio shows, DJ mixes, and podcasts. More niche among the big streaming platforms, it's home to over a million audio creators and attracts millions of loyal listeners worldwide. As a user generated platform, anyone can upload long-form audio content for free, supported by a fair and legal streaming structure that ensure royalties go to the right place.

While Head of Communications at the London-based company from 2018 to 2020, I was the lead across all marketing and communications during a period of transition and growth for the business. After bootstrapping for a decade, Mixcloud had recently secured its first round of funding and was poised to invest in building their brand for the first time ever. As the company pivoted and positioned itself as a prominent player in the burgeoning creator economy at the hand of Mixcloud Select, I led its comprehensive rebrand from kick-off through to roll out.

Emotionally connect with sound

In a market increasingly dominated by streaming giants, Mixcloud was in need of a major brand refresh. It needed to part with its dated cloud logo, revise its 'rethink radio' positioning, and differentiate itself from its competitor, Soundcloud.

Our mission was to introduce the world to a new Mixcloud, featuring a contemporary, creator-centric identity that would resonate with both its devoted users and the next generation of creators.

The rebranding journey kicked off in my second week at Mixcloud. I led an intensive brand sprint workshop with the founders and key stakeholders. Together, we unpacked Mixcloud’s mission, values, and future vision.

Informed with a strategic brand direction, we partnered with Studio Output to develop a new brand identity. Through collaborative exploration and workshops, we created a fresh identity featuring a new logo mark and design system, unified by a distinctive 'connector' wave form and a custom typeface symbolizing the connection between audio creators and their audiences.

What followed was much more than a visual makeover— it symbolized Mixcloud's metamorphosis from a tech startup into a culturally influential platform.