Pulped

Providing Provocative, Alternative and Irreverent Video Content

1

The Background

Pulped is a new digital content creator, dedicated to providing audiences with provocative video content. In a world where most digital producers aren’t making content with narratives that are "of the moment," Pulped stands out.

Pulped features real people in real time. The stories are recorded in the moment, not explored via interviews or overdubbed by commentators. Traditional broadcasters moving into the online space are constrained by regulation and their desire to protect their brand with their wider audience. Pulped, on the other hand, goes for the jugular.

Specializing in the unconventional, Pulped often focuses on rebellious subject matters, bringing audiences and viewers compelling stories (both real and fictional) that are raw and rough. Pulped also celebrates diversity, from the LGBTQ community to sex workers to people who are disabled, including a wide range of lifestyles and reaching audiences who celebrate diversity as well.

Uncompromising, raw and fresh, Pulped is a disruptive force giving youth audiences the content they crave.

2

The Challenge

As a hot new entity in the world of video content, our first challenge was to create a future-facing identity for Pulped. It deserved a visual language fitting its alternative, irreverent lens that would drive interest and affiliation. Pulped needed to play up its unique edginess and differentiate itself from its peers.

Next it needed a platform from which to shout and share its content—a home to evolve its brand and reinforce its raw and unconventional qualities. Or, in its own words, the design should “scream from the rooftops that Pulped thinks it is different from all the other online television providers.”

The website needed to stand out from the crowd as much as its content and tone of voice—without hindering the viewing experience or detracting from the content itself.

The site itself had to host a variety of content types and forms—video and written, short-form, long-form, episodic and non-episodic—and be super easy for its content editors to manage.

We take our brand name seriously—Pulped is a point of view, it's a lens, it's a brand. And every frame of our content and page on our site exudes the raw, fresh, edgy and youthful outlook of our name.
Julian Nott, Pulped

3

The Solution

A Brand Big on Personality

Logo

After iterating on many logo concepts exploring Pulped’s brand values and symbolism around "video," the team fell in love with a bold, cinematic and unapologetic logo. The glitch effect adds a raw, rebellious edge, setting the brand in a realm of errors, disruption and retro technology, which can be carried through to inspire other applications. The glitch, which can morph over time, looks dynamic even when it's stationary and also lends itself very well to motion, allowing for a constantly shifting, unique identity.

Color

With black as its primary color, Pulped lives in a cinematic, alternative universe. Splashes of modern, provocative color add a youthful edge—a twist on the tones found on screen test cards. Black borders and outlines give it a retro feel and unapologetic, hard edges.

Type

A combination of heavy uppercase extended and condensed fonts allow for a versatile typographic system for promoting content while creating an in-your-face aesthetic.

A Home for Exploring Content

Pulped doesn’t yet have a multitude of videos—it’s not only new, but its content is more considered and has decent production value. Because of this, its homepage needed to be simple yet effective, focused on selling and disseminating the content it does have. Edge-to-edge design and just three ways to promote content (dynamic hero previews, an episodes block and a shows block) allow for large, engaging imagery. This system shows an optimal breadth of content, and has the ability to adapt as more content is created.

The player encourages binge-watching and the creation of playlists through a flexible, device-friendly design, and shareable content. Video previews tease the content. A visually-compelling reading experience is accompanied by sticky advertising.

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We Are a Technology-First Creative Agency

What We Do

Code and Theory is a strategically driven, digital-first agency that lives at the intersection of creativity and technology. We solve consumer and business problems with end-to-end solutions that flex to meet the needs of today’s ever-changing digital landscape.

Our Services

We provide a range of offerings built to support the entire ecosystem.

  • Data, Analytics and Research

    Our data-driven approach enables us to understand every aspect of end-to-end consumer journeys, and powers our work from start to finish.

  • Business & Organizational Consulting

    We work with our clients not only to define and deliver products, services and communications, but also to design the business itself.

  • Transformational Technology

    We help our clients reinvent their technical infrastructure and roadmap in order to deliver for the needs of today and tomorrow.

  • Services, Platforms & Products

    We create best-in-class platforms built around both the user and the business goals, often extending into connected physical expressions.

  • Integrated Marketing

    We deliver the right messages to new and existing customers across the entire ecosystem.

Our Offices

We have locations around the world.

Join Our Team

We're not typical, and neither are you. We're always looking to hire smart, interesting and forward-thinking people.
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Code and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com