98 came to us in the middle of a transition—What began as three friends working across photo, video, and audio had grown into a full-scale podcasting/production studio. The work had evolved—but the brand hadn’t caught up. That’s where we came in.

The new identity is built around the concept of the “tally”—the small red light that signals something’s recording, that a story is being told. It’s a subtle symbol, but one that ties directly to what 98 does: capture moments, build narratives, and tell stories that matter.

From there, the system came together pretty intuitively. We chose typefaces that speak with clarity and confidence, and developed a color palette that feels at home on screen, in print, or on set for a busy shoot day. The result is a brand that doesn’t just nod to where 98 started—it frames where they’re headed.