Case Study: Breaking Brad
LOGO | BRAND DEVELOPMENT & STRATEGY | PODCAST | WEBSITE | SEO | YOUTUBE | SOCIAL MEDIA | MERCHANDISE
The Origins of Breaking Brad
Some partnerships take months to develop. This one took hours — and it exploded in weeks.
When Brad Burnam, founder and CEO of Turn Therapeutics, discovered Follow Up Media through a simple Google search, he reached out through the website. That same afternoon, a phone call led to a studio tour. Within hours, the concept for a podcast was born.
Just six weeks later, the Breaking Brad brand was fully launched — complete with logo, strategy, sonic branding, five recorded episodes, a custom website, optimized YouTube channel, and a full merchandise line.
The Challenge
Brad had no creative infrastructure — only an idea. No logo, no content plan, no distribution channels.
The mission was clear:
- Develop a brand identity and content strategy from scratch.
- Build a complete ecosystem around Brad’s voice, message, and story.
- Launch with a three-episode drop for immediate credibility.
- Establish YouTube dominance through SEO and optimization.
- Design, produce, and deliver branded merchandise that extended the message.
- Complete the entire initiative — concept to public launch — in under six weeks.
Creative Direction
Follow Up Media took Brad through its signature Discovery & Ideation Process, uncovering his story, voice, and mission. Together, we shaped the podcast name Breaking Brad, reflecting both his unfiltered personality and his determination to break through outdated systems in healthcare, business, and innovation.
Our creative deliverables included:
- Logo Design: Clean, modern, authoritative.
- Visual Identity: Cinematic look emphasizing depth, grit, and authenticity.
- Sound Design: Temporary sonic identity curated from Mark Wolfe’s existing compositions, with plans for a dedicated Breaking Brad sonic logo.
- Merch Concepting: Iconic quotes and episode moments transformed into wearable brand assets.
- YouTube Strategy: High-retention editing, optimized titles, and metadata to drive algorithmic growth.
Execution
In a six-week sprint, Follow Up Media’s team executed a full-stack launch:
- Recorded and produced five podcast episodes (launching with three).
- Designed and developed a new website and social presence from scratch.
- Fully optimized YouTube and podcast distribution for discoverability and audience conversion.
- Created a merch line built around the show’s tone, quotes, and brand ethos.
- Delivered a sound design and visual intro for all video content.
Then, just days after the soft launch, we distributed a national press release through Business Wire, reaching millions of readers and investors and signaling the official debut of Breaking Brad to the world.
Breaking Brad Merchandise Samples
Breaking Brad Press Release
The Result
In just seven weeks, Breaking Brad went from concept to cultural impact:
- 0 to 57,000 YouTube subscribers in seven weeks
- Shorts reaching 150,000+ views each
- Fully branded merchandise line
- Complete digital ecosystem built for long-term growth
- Business Wire press release reaching audiences worldwide
Breaking Brad has since become a hub of educational, insightful, and entertaining content — a platform for truth-telling, innovation, and leadership in the medical and business sectors.
The Impact
- Delivered a full creative ecosystem from zero to global visibility in six weeks
- Established Breaking Brad as a high-performance content brand across platforms
- Drove rapid audience acquisition and engagement through optimized short-form strategy
- Expanded Follow Up Media’s reputation for turnkey brand acceleration and press-driven media launches
“Brad moved at the same speed we do — full throttle. This project was a perfect alignment of vision, speed, and execution.”
— Khristian Lee, CEO & Founder, Follow Up Media
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