TDOL
Listen More, Wider Perspective
Thirty Days of Lunch (TDOL) is more than just a podcast, it’s a platform that sparks personal transformation. Through candid conversations with leaders, creators, and entrepreneurs, TDOL offers inspiration to young professionals navigating life, money, and meaning. While the content resonated deeply with its audience, the brand lacked the clarity, coherence, and scale to match its growing influence. With over 100 episodes, powerful guest stories, and a loyal community, TDOL needed to evolve into a brand ecosystem, one that reflects its purpose, connects emotionally with new listeners, and signals credibility to collaborators and partners.
Thirty Days of Lunch (TDOL) is more than just a podcast, it’s a platform that sparks personal transformation. Through candid conversations with leaders, creators, and entrepreneurs, TDOL offers inspiration to young professionals navigating life, money, and meaning. While the content resonated deeply with its audience, the brand lacked the clarity, coherence, and scale to match its growing influence. With over 100 episodes, powerful guest stories, and a loyal community, TDOL needed to evolve into a brand ecosystem, one that reflects its purpose, connects emotionally with new listeners, and signals credibility to collaborators and partners.
Client
Client
TDOL
TDOL
CAPABILITIES
CAPABILITIES
Identity
Identity
,
,
Campaign
Campaign
Year
Year
2022
2022
Industry
Industry
Media and Entertainment
Media and Entertainment
Strategy
Strategy
From Conversations to
a Cultural Movement
From Conversations to
a Cultural Movement
We reframed TDOL’s brand around practical wisdom with a personal touch, positioning it as a companion brand for young professionals, not a voice of authority. The goal was to express its honest, human tone across every touchpoint and evolve it from a podcast into a meaningful platform.
We reframed TDOL’s brand around practical wisdom with a personal touch, positioning it as a companion brand for young professionals, not a voice of authority. The goal was to express its honest, human tone across every touchpoint and evolve it from a podcast into a meaningful platform.
DESIGN
DESIGN
A Kaleidoscope of Perspective
A Kaleidoscope of Perspective
The new visual identity was inspired by a kaleidoscope, a symbol of shifting perspectives. We translated its form into a distinctive logo mark, simplified from a telescope shape, representing the idea of seeing further. The design system combined modular layouts, bold typography, and a vibrant color palette to reflect the diversity of voices and stories shared on the show.
From content templates and podcast covers to merchandise, motion graphics, and the website, the brand was extended into a unified yet flexible experience. Every asset was designed to support scalability and clarity, while keeping the brand warm, curious, and unmistakably TDOL.
The new visual identity was inspired by a kaleidoscope, a symbol of shifting perspectives. We translated its form into a distinctive logo mark, simplified from a telescope shape, representing the idea of seeing further. The design system combined modular layouts, bold typography, and a vibrant color palette to reflect the diversity of voices and stories shared on the show.
From content templates and podcast covers to merchandise, motion graphics, and the website, the brand was extended into a unified yet flexible experience. Every asset was designed to support scalability and clarity, while keeping the brand warm, curious, and unmistakably TDOL.
IMPACT
IMPACT
Growth Fueled by
Purpose and Personality
Growth Fueled by
Purpose and Personality
Since the rebrand, TDOL has formed over +70 brand partnerships and earned a Spotify Award in 2023, a milestone that signaled its cultural impact beyond audio. What began as a podcast has grown into a platform for change, sparking conversations around mindset, career, and financial well-being.
With 150+ episodes and a loyal, growing community, TDOL is now recognized as one of Indonesia’s leading self-development podcasts. It stands as proof that with strategic branding and purposeful storytelling, independent content can scale, inspire, and lead with lasting influence.
Since the rebrand, TDOL has formed over +70 brand partnerships and earned a Spotify Award in 2023, a milestone that signaled its cultural impact beyond audio. What began as a podcast has grown into a platform for change, sparking conversations around mindset, career, and financial well-being.
With 150+ episodes and a loyal, growing community, TDOL is now recognized as one of Indonesia’s leading self-development podcasts. It stands as proof that with strategic branding and purposeful storytelling, independent content can scale, inspire, and lead with lasting influence.
“Michael and his team are also TDOL listeners. They believe that everyone has a unique perspective, and they proved it through the new TDOL identity. We hope this new look will strengthen the community of listeners to keep learning, creating, and sharing together.”
Fellexandro Ruby
Initiator Thirty Days of Lunch
Result
Result
70+
Increase in brand partnerships
10M+
Total streams across all channels
700K+
Combined audience across all channels
Credits
Creative Direction:
Michael Karmelius
Design:
Michael Karmelius
Strategy:
Rico Azhari
Project Management:
Arief Kristianto
Case Study Production:
Michael Karmelius, Rizki Catur
Thirty Days of Lunch:
Fellexandro Ruby, Ario Pratomo
