This story clearly illustrates how strategic positioning and a coherent brand image can make a startup noticeable and attract investors.

1. A decisive step and a deal that changed everything

Podcorn is an innovative platform that connects advertisers and podcasters directly. It’s a fast-growing market where competition is heating up and visibility is getting harder to maintain.

The startup was already showing solid growth and gaining media attention. But the founders saw this as a pivotal moment. It was time to make serious decisions: rethink their positioning, update the brand image, and adopt new approaches.

That’s when Podcorn partnered with our team at Outcrowd. Together, we launched a new website with a clear visual language that reflected the company’s new direction. It quickly became a key part of their identity and caught the attention of investors.

Soon after the updated site went live, Podcorn was acquired by Entercom Communications Corp., one of the largest media companies in the U.S., for $22.5 million. The deal was covered by Forbes and other major publications.

2. Discovery Stage: Leveraging internal expertise

Discovery work with startups typically goes one of two ways: internal (based on insights from the client’s team) or external (market research, competitor analysis, and user interviews).

After closely examining Podcorn’s specifics, we chose the internal approach. There was a clear logic behind that choice.

“This project wasn’t about traditional lead generation. Our main goal was to create a clear, simple, and transparent website that effectively communicated the platform’s benefits to advertisers and podcasters.”
— William Grace, Creative Lead

Budget considerations also played a role. Instead of investing in custom, resource-heavy solutions, we relied on proven industry standards that made sense for the project.

After initial consultations, Grace presented a set of carefully selected moodboards to explore visual directions. Together with Podcorn’s founders, we chose an option that clearly expressed the brand’s values and personality.

3. From structure to UI: crafting the design

Before jumping into visuals, we mapped out the site’s structure: creating a sitemap and wireframes to define the user journey and how information would be presented.

“The wireframes were intentionally simple and clear. We wanted the client to focus on the structure without getting distracted by visuals.”
— William Grace, Creative Lead

Once the structure was approved, we integrated it with the chosen style and moved into the design phase. The design went through several iterations until we found the right balance of aesthetics and usability. Each page felt logical and clear, directly supporting the business goals.

Given Podcorn’s pragmatic approach and industry specifics, we decided not to overload the site with animations or flashy interactions.

Instead, we created a set of custom illustrations — modern, simple, and friendly. They added clarity and a human touch to the visuals, making the platform feel more approachable and user-centered.

These illustrations quickly became a recognizable part of Podcorn’s identity. They’re still in use across the website, social media, and email campaigns.

We worked closely with Podcorn’s internal development team to ensure a smooth handoff and supported the implementation to maintain quality and consistency.

5. From successful collaboration to a successful company sale

Thoughtful branding and an intuitive website helped Podcorn attract the attention of serious investors. Ultimately, Entercom Communications Corp. acquired the startup for $22.5 million.

Under the terms of the deal, co-founders Agnes Kozera and David Kierzkowski joined Entercom’s leadership team and continue developing Podcorn as an independent division. The agreement included a $14.6 million upfront payment with subsequent performance-based payments over the next three years. This confirms the high valuation and growth potential of the company.

The Podcorn case proves that strategic branding and thoughtful web design not only improve a company’s image but also significantly boost its appeal to investors.

Truly grateful to Oleg Babуch for his thoughtful contribution to this case study.

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