We partnered with Goalhanger to redefine their visual identity, evolving the brand into a more mature and editorially confident expression. Together, we set out to create a design system that feels timeless yet dynamic – blending the maturity of high-end editorial design with the immediacy of digital-first storytelling. Stripping the brand back to its core, we built an identity grounded in clarity and intention, where typography and language take centre stage – a visual world for the Goalhanger universe that celebrates curiosity.
We created two distinctive marks for the Goalhanger brand. The wordmark being the face and bedrock of the brand – confident, intellectual, and human – giving it a voice that resonates across every touchpoint, from editorial pages to community spaces. Alongside this a brand mark that acts as its refined shorthand: balanced, instantly recognisable, and subtly playful, carrying the same clarity whether on a favicon or a billboard.
A brand new media legacy for a fragmented world.
The Goalhanger identity is built on clear, distinctive pillars: a confident, grounded presence paired with imagery and styling that feels culturally aware and thoughtfully curated. More than a podcast platform, Goalhanger is a storytelling ecosystem, bringing diverse voices together in ways that feel real, engaging, and meaningful to both audience and hosts. Our work with Goalhanger focuses on balancing type, colour, and carefully chosen imagery within a flexible modular system that lets each element shine while adapting naturally across platforms.
Worldwide OOH Campaign.
Modular system in motion.
The Olivia Dean website was also redesigned to match the album direction.
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