Border City Podcast

The Challenge

Border City began with veteran Union-Tribune border reporter Sandra Dibble, who spent more than 25 years covering Tijuana and wanted her final major project to be something lasting. The result was an eight-episode true crime podcast that told the story of Tijuana not just through the lens of drug cartels and violence, but through its culture, its people, and its complicated relationship with the border.

To reach the widest possible audience, the podcast needed to live in the true crime genre, which was at the height of its popularity. At the same time, the team was committed to making sure the city and its people were represented with nuance and respect. The visual identity and marketing had to honor both of those realities.

The Work

As one of three executive producers, the role encompassed the visual identity and design, audio delivery, digital launch infrastructure, and coordination across every major podcast platform including Apple Podcasts and Spotify. Working closely with designer Gloria Orbegozo, the visual brand went through several rounds of development as the team worked to find an approach that felt at home in the true crime charts while still honoring the story Sandra had spent a career telling. The final design, a colorful collage approach, captured both the energy and complexity of Tijuana without reducing it to a single narrative.

The podcast launched under the L.A. Times Studios banner as a co-branded release between the L.A. Times and The San Diego Union-Tribune, a decision made to maximize reach and visibility. The project also extended into print, with a companion series that brought the podcast's story and imagery to Union-Tribune readers.

The Result

Border City reached #22 on Apple Podcasts' Top Shows in the True Crime category nationally, and was named the #4 Best Podcast of April 2022 by Spotify. It remains one of the most successful original audio projects The San Diego Union-Tribune has produced.

Listen to Border City on Apple Podcasts and Spotify