case study
the pulse and perspective podcast
Brand Strategy, Logo Redesign, Mini Brand System
client overview
The Pulse And Perspective Podcast is a health education and storytelling podcast hosted by Dr. Robby Birdi, an emergency room physician. The podcast focuses on sharing real medical stories, practical health insights, and honest perspectives from the front lines of healthcare. The goal is to help listeners feel more informed, empowered, and confident when navigating their own health and the healthcare system.
The Challenge
The original logo lacked clarity, cohesion, and strategic intent. While it referenced medicine, it felt visually busy and did not clearly communicate:
• The podcast format and storytelling aspect
• Dr. Robby’s credibility as a practicing physician
• A sense of trust, clarity, and professionalism
• Flexibility across podcast platforms, website, and marketing materials
The challenge was to create a logo that balanced medical authority with human storytelling, without feeling overly clinical or overly decorative.
project objective
brand identity
Create a professional podcast identity that reflects medical credibility, personal storytelling, and thoughtful perspective. The brand needed to feel trustworthy, modern, and approachable.
MEDICAL FIRST DESIGN
Design a logo system rooted in medical credibility and real-world clinical experience, while remaining optimized for podcast platforms, and digital media with strong legibility at all sizes.
FLEXIBLE LOGO SYSTEM
Develop stacked, horizontal, and icon-only logo variations that can be used across digital platforms, presentations, promotional materials, and future brand extensions.
brand consistency
Establish a cohesive visual language through consistent typography, color usage, and iconography to strengthen brand recognition and create a unified presence across all touchpoints.
STORY LED APPROACH
Translate Dr. Robby’s real-life medical experiences and storytelling approach into a visual identity that communicates authenticity, insight, and authority without feeling overly clinical.
LONG TERM GROWTH
Create a scalable brand foundation that supports future podcast growth, including marketing materials, guest promotions, presentations, and potential merchandise or digital expansion.
STRATEGY and creative direction
Before any visual design began, we focused on understanding how Dr. Robby connects with people, not just how he practices medicine. Medical information can often feel overwhelming or intimidating, creating distance between professionals and the general public. Our goal was to bridge that gap.
We defined the brand concept as medical expertise delivered with warmth, clarity, and human perspective. Dr. Robby does not simply share medical facts. He translates complex emergency medicine experiences into relatable stories, using clear language to educate, reassure, and empower his audience.
This strategy directly shaped the visual direction. Instead of relying on cold or generic medical symbols, we designed a logo that feels approachable and human. The result is a visual identity that builds trust, reduces intimidation, and invites everyday people to engage with medical knowledge in a way that feels accessible, credible, and warm.
Concept Development
The final logo concept was built by combining three core elements:
microphone
Represents podcasting, voice, communication, and storytelling. It reflects Dr. Robby actively sharing stories and insights with his audience.
Heartbeat Line
Symbolizes life, urgency, and real human experience. It connects directly to the idea of “pulse” while reinforcing authenticity and emotional truth in the stories being told.
Stethoscope
Represents medical expertise, credibility, and Dr. Robby’s role as a physician. The stethoscope form reinforces trust and authority without overpowering the storytelling aspect.
These elements were merged into a single, simplified symbol that feels intentional, modern, and meaningful.
design execution
logo system
The final logo system was designed for clarity and flexibility. Deliverables included:
• Primary stacked logo
• Secondary horizontal logo
• Standalone icon without text
• Multiple approved color applications
The logo was refined to ensure it remains legible and recognizable at small sizes, particularly on podcast platforms and social media avatars.
Color Strategy
The color palette was inspired by emergency medicine scrub tones to create a subtle but authentic connection to healthcare.
• Primary Blue Android
Represents trust, clarity, professionalism, and calm authority.
• Secondary Essential Teal
Adds warmth and approachability while maintaining credibility.
This balance allows the brand to feel medical yet human, professional yet accessible.
typography
Brandon Grotesque was chosen for its modern, confident, and approachable character. The typeface supports:
• Professional credibility
• Strong readability across digital platforms
• A friendly and conversational tone
This aligns with Dr. Robby’s communication style, knowledgeable and confident, but never intimidating.
Final deliverables
The final brand package included:
• Stacked logo in primary and secondary colors
• Horizontal logo in primary and secondary colors
• Standalone icon in both colors
• Transparent logo and icon for dark background
• Logo files provided in PNG, AI, and PDF formats
• Mini brand book outlining logo usage, colors, and typography
Outcome
The redesigned logo and brand system successfully transformed the podcast identity into something that feels:
• Trustworthy and professional
• Clearly connected to healthcare
• Story driven and human
• Flexible across platforms
• Ready for long term growth
The final identity gives The Pulse & Perspective Podcast a strong, confident visual presence that reflects both Dr. Robby’s medical expertise and his commitment to educating through storytelling.