The Weekly Bull & Bear is a financial podcast owned by WealthVest that analyzes and discusses market trends. Over six years, I was responsible for building both the visual and audio identity of the brand. As a sub-brand of Macro, it carries over key elements of the Macro identity—color, typography, and select visual assets—to stay true to Macro’s mission of navigating financial markets. However, the podcast is designed to feel more like rough field work than a buttoned-up brochure. For that reason, the brand identity leans into a more rugged, on-the-ground feel. The bull and bear illustration evokes an intaglio print or a meticulous field drawing, while the display font suggests letterforms reminiscent of old posters or signage. The goal is to communicate to listeners that they’re learning about market trends from trusted guides who are relaying firsthand observations from the field.