A production function is the relationship between quantities of inputs and outputs. Most of the time we want to collect disproportionate returns from inputs to outcomes.

Listening is often seen as a passive activity. But Tyler is on a mission to prove that learning is as much or even more about learning how-to-learn. Listening is a key feature of knowledge, which is more akin to a production than an acquisition.

Bold color represents diversity and celebration of different points of view. CWT is not ‘gotcha journalism’. Each episode is a transparent process filled with insightful questions that spur honest sharing. The goal is to invite different perspectives to allow for a change of perspective. We don’t have to be right all the time. There is time to change your POV and our minds. 

The textures and layers speak to the Socratic Method Tyler employs. There are layers to people, thoughts and conversations.

Tyler’s interview style is influenced by his youth playing competitive chess. He seeks to think ahead and guide the participants, as well as the audience. His goal is to always make the guest shine. 

He often reminds his audience. This is the conversation he wants to have, not necessarily the conversation we think he should have.

A good conversation has a tension at the center– a give-and-take with the negative space remaining as important as the subject. Listening is an equal (if silent) partner in the learning process.

Graphically, negative space is often achieved through asymmetry. But it is also framed with a graphic frame that represents the intentionality and focus that makes a podcast a unique form of conversation.

Bold typography is symbolic of the straight forward and honest dialogue.

Visually, the tagline rarely appears straight and simple. Sometimes the conversation can turn an unexpected corner. Similar to conversation, the lines are often broken and interrupted. There are two sides to every conversation.

Deliverables

  • Brand Strategy

  • Campaign Strategy

  • Creative Direction

  • Messaging & Copy

  • Art Direction

  • Brand Design

  • Key Visuals

  • Brand Experience

Special Thanks To:

Jeff Holmes
Director of Creative & Product, Mercatus Center

Dallas Floer
Production Manager, Mercatus Center

Hana Higinbotham
Design Director, Mercatus Center

Ben Brophy
Director of Digital Strategy, Mercatus Center

Cantilever
Web Design Partner

Results

The CWT podcast saw exponential growth in unique downloads and social engagement. Increasing bookings with high-caliber guests and expanded audience reach.

  • Unique Downloads increased by 279% in Year 1

  • Cumulative Downloads increased by 1037% overall