Rabble & Rouse
Brand Identity

Branding

A bold identity for a bold talk show

Hosted by Katie Martell, Rabble & Rouse is a new talk show built around candid conversation, compelling guests, and extraordinary lived experiences. Filmed in front of a live studio audience, the show brings a fresh perspective to the familiar late-night format—curious, provocative, irreverent, and unmistakably human.

SJI created a brand identity that captures that spirit and gives the new show a distinctive presence across every touchpoint.

CHALLENGE
Late-night television comes with a familiar visual vocabulary: polished sets, celebrity guests, monologues, and decades-old conventions. Rabble & Rouse needed to feel unmistakably like a talk show while making it clear that this was something different.

The challenge was to create an identity with enough personality to stand apart, enough flexibility to work across an evolving media brand, and enough attitude to live up to a name like Rabble & Rouse.

INSIGHT
The most authentic inspiration for the brand was already at the center of the show: Katie herself.

Her bold personality, distinctive sense of style, and willingness to challenge expectations helped define a visual direction that could feel equally confident and unconventional. At the same time, the set provided a rich visual world to draw from, giving us an opportunity to create an identity that felt like a natural extension of the show rather than something imposed upon it.

APPROACH
We built the identity from the show outward.

The logo takes cues from Katie’s personality and signature wardrobe, translating her confident, eclectic style into a mark with its own distinctive character. Colors, textures, and visual themes were drawn from the set, creating a graphic system that feels connected to the physical environment where the conversations happen.

Together, these elements create a brand that is bold without feeling overly polished, playful without becoming frivolous, and flexible enough to work across show graphics, digital and social content, promotional materials, and more.

THE LOGO
The Rabble & Rouse logo puts the host’s personality front and center. Inspired by Katie’s distinctive wardrobe and expressive personal style, it combines confidence, individuality, and a little unexpected attitude—much like the show itself.

Rather than borrowing from traditional late-night branding conventions, the mark helps establish a visual world unique to Rabble & Rouse: one that feels personal, spirited, and ready to stir things up.

THE VISUAL SYSTEM
The identity extends the world of the show beyond the set. Colors, patterns, textures, and graphic themes drawn directly from the studio environment create a cohesive connection between what audiences see on screen and how they encounter Rabble & Rouse everywhere else.

The system is designed to mix, layer, and evolve, reflecting the spontaneity of the conversations while maintaining a recognizable visual signature. From show graphics and guest content to social posts and promotions, every element feels like it belongs in the same room—and to the same conversation.

You can now watch Katie and her guests take on big ideas, real experiences, and unexpected conversations here at her YouTube channel!

“Working with SJI was a dream. It felt genuinely magical to see our show translated into such a stunning visual brand identity. We’re competing in a very busy universe of shows and digital content, and the SJI team guided us toward smart creative choices that ensure the brand works beautifully across formats and platforms. There was no one I’d rather have trusted to bring its brand identity to life.” Katie Martell, creator and host, Rabble & Rouse

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