A Peachy Refresh for this Podcast

How Season Three Transformed the Georgia On Your Mind Podcast

By Morgan Hayes

Project Date: August 2024 through December 2024

Team Members: Morgan Hayes, Hope Thorton, Hank Tatum, Beth Anna DeKeizer, Sydney Weigand

My Role: Market Research, Website designer, Part-time Presentation Designer

Our Mission and Purpose

Georgia On Your Mind is a student-run podcast from the New Media Institute at UGA.Our mission is to share inspiring stories from across Georgia, spotlighting individuals who have made lasting contributions in their fields and communities. We aim to educate and celebrate the achievements that shape Georgia’s legacy, building pride and connection among Bulldogs and beyond.

Early Stages of Development

In the fall of 2024, our team of Georgia on Your Mind Podcast creators — BethAnne Dekiezer, Hank Tatum, Hope Thorton, Sydney Weigand, and myself — embarked on a journey to elevate the show for its third season. Our goal was to explore new ways to tell alumni-focused stories while driving engagement. This case study outlines how refreshing the podcast’s design system, including its branding and website, set the stage for a bright future.

The Challenge

Planning began in July 2024, when we envisioned a season centered on University of Georgia alumni stories. However, we faced a unique challenge: how to visually connect with an audience ranging from 18 to 50 years old. The podcast already had a solid foundation, so starting over wasn’t necessary. Instead, we focused on modernizing the visuals while staying true to the essence of the brand.

Phase One: Evaluating the Website

The refresh began with an audit of the website to simplify navigation and improve usability. Using Figma, we developed wireframes and prototypes to reimagine the site’s interface. But we quickly realized that the overall look lacked consistency. Before refining the site further, we needed to address the bigger picture: the podcast’s visual identity.

Rapid Prototyping: the original website look for the Georgia on Your Mind Podcast

Though we had thoughtfully crafted a new prototype website, we soon realized that the colors and overall look of the site was not consistent. And although we wanted to dive into the site head first, we could not work on the site until we had a clearer look on how the brand was going to be. The Design System helped us with this problem.

Phase Two: Defining the Aesthetic

To set the tone, we gathered inspiration through photography. We chose images that reflected our diverse audience, blending bright, airy shots of academic settings with dynamic nature and cityscapes. These visuals underscored the idea that UGA alumni can thrive anywhere. Behind-the-scenes photos of current student producers were also included, adding a personal, relatable touch.

Photos of the bts of the podcast, Athens, Nature, and UGA

Phase Three: Refining Colors and Branding

With a clearer aesthetic in mind, Sydney led the charge in reimagining the logo. The new design embraced minimalism, ensuring a timeless look that could last through future seasons. The color palette was updated to represent both Georgia and UGA: vibrant peach and green tones paired with muted blues, browns, and golds, adding an academic touch.

Our typeface remained consistent, using CreamCake for headings and various weights of Georgia for subtitles and body text. This cohesive look extended across the podcast’s marketing materials and website.

GOYM Season 3 new color palette

To enhance engagement, Hank and I developed video concepts for social media marketing. Using split-screen techniques and vertical jump cuts, we created Instagram reels designed to grab attention and encourage viewers to stop scrolling.

An instagram reel of Hank Tatum and Erinie Johnson Jr.

BethAnne and Hope played crucial roles in revamping the podcast’s overall presentation. They transformed the vintage-inspired style into a sleek, modern design that felt fresh yet rooted in UGA’s tradition. This updated look aligned with the podcast’s mission to engage both students and alumni.

(left) The initial look of the rebrand, (right) The updated look of the rebound

The Results:

The rebrand delivered on its promise with three episodes ready to launch, a polished marketing plan, new and improved website interface, and a refreshed design system that reflects the heart of the podcast.

The updated website on desktop and mobile

Conclusion

The Season 3 rebrand of the Georgia On Your Mind podcast brought new life to our show through a fresh design, improved website, and engaging alumni-focused stories. By modernizing the visuals and streamlining the user experience, we’ve created a podcast that better connects with the UGA community and celebrates its impact. We look forward to viewers tuning in for season three of the“Georgia On Your Mind” podcast and seeing what it truly means to be ‘Built By Bulldogs.’