FROM CONCEPT TO CONTENT BRAND
How pitching an original podcast idea turned into a distinct brand, content system, and audience experience.
CASE STUDY: The Shut the Should Up Podcast
THE CHALLENGE
In 2019, I developed an original podcast concept that turned two authors’ stories, their books and their lives, into a conversation-driven show. I developed and pitched the original concept, including a 10-episode sample season, episode concepts, and recurring segment ideas.
The challenge was to take that initial idea and build something with a distinctive voice, recognizable identity, and life beyond the podcast format. As the project developed and Candace joined me as a co-host, THAT MOMENT (working title) evolved into SHUT THE SHOULD UP, creating the foundation for a broader content brand and, ultimately, an entertainment business.
THE STRATEGY
After securing a co-host and creative partner, we took the initial concept and built it into a full content brand and entertainment business. I led the creative direction and developed a visual and content system designed to make the brand recognizable and flexible across:
Podcast
Video
Social media
Editorial content
Merchandise
Brand partnerships
BUILD THE SYSTEM
The brand identity and creative framework extended across the growing ecosystem, creating a cohesive, recognizable experience at every touchpoint. Scroll through the brand kit shared below for a closer look at the visual system and creative direction.
The system included:
Brand imagery direction
Podcast cover art
Individual episode artwork
Social media templates
Blog show notes
Video and show graphics
Merchandise development
Partnership and sponsorship assets
These elements created a repeatable creative system that allowed the brand to grow across the hosts’ social platforms, Shut the Should Up’s social channels, personalized guest assets, and brand partnerships without losing its style.
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94 Episodes
5 Seasons
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260K+
lifetime listens
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Top 0.5%
of podcasts worldwide
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500+
Five-star ratings on Apple Podcasts
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800K+
combined social audience
THE RESULT
Shut the Should Up grew from an initial show concept into an entertainment company. We expanded from an audio-only podcast to video, social, editorial content, merchandise, and brand partnerships, creating multiple ways for audiences to discover and engage with Shut the Should Up. The podcast ultimately reached the top 0.5% of podcasts worldwide and earned 500+ five-star ratings on Apple Podcasts.
Podcast and video episodes
84,450+ minutes of video watched
60% of Spotify listeners completed at least 95% of an episode
Brand partnerships
International partnership + on-location content in Africa
Featured in Apple Podcasts’ New & Noteworthy — Spirituality category, beginning July 10, 2019
#79 in Apple Podcasts’ Top Charts — Christianity | July 10, 2019
#103 in Apple Podcasts’ Top Charts — Religion & Spirituality | July 10, 2019
From September 9, 2019, through July 3, 2023, our show released 94 episodes across five seasons. What started as an idea became something much bigger, and the creative work kept evolving through the show's final chapter.
The work left behind more than a collection of 94 episodes. It created a brand, visual system, content framework, audience, partnerships, and a body of work that could exist across multiple platforms.
MY ROLE
Co-Host · Co-Producer · Creative Director · Brand Strategist