Bricking It
Turning a weekly podcast into a searchable archive
- Client
- Bricking It
- Industry
- other
- Challenge
- The show existed only as audio, which is close to invisible. Nothing inside an episode can be indexed, there was nowhere to send a prospective guest or sponsor, and a collaboration between three creators had no shared masthead to sit under. Everything the podcast knew about one of the largest construction projects in the country evaporated the week after each release.
- Key Results
- 15 Episodes published, 29 Pages live
Bricking It is the weekly podcast covering the Universal Studios UK development in Bedford, made jointly by three creators who were previously covering it separately. Aethus built the brand and the platform: fifteen episodes written up as searchable pages, host and guest profiles, a news section and a sponsorship route — loading in under a second.
The Challenge
The show existed only as audio, which is close to invisible. Nothing inside an episode can be indexed, there was nowhere to send a prospective guest or sponsor, and a collaboration between three creators had no shared masthead to sit under. Everything the podcast knew about one of the largest construction projects in the country evaporated the week after each release.
Our Solution
A brand and a site that make the show legible without being listened to. Every episode becomes a page with show notes and named specifics, so it can be found by subject rather than by date. Hosts keep their own identities and link back to their own projects; guests get durable pages that make appearing worthwhile; and a sponsorship route gives the commercial conversation somewhere to land.
The brief
Three separate people were already covering the Universal Studios UK development — each with an audience, each duplicating the other two. Rather than compete, they merged the effort into one weekly show: Bricking It.
It existed only as audio. Bricking It had no home of its own — nowhere for a search engine to find an episode, nowhere to point a prospective guest or sponsor, and no way to be anything more durable than the last thing that appeared in a feed. Aethus was asked for a brand and a platform that could carry it.
A podcast that is legible without being listened to
Audio is a terrible medium for being found. Nothing inside an episode is indexable, nobody links to a waveform, and a listener who hears something useful in week three has no way to send it to anyone in week nine.
So the site treats every episode as a page rather than a file: a title, show notes, the people in it and the claims it makes, all readable before anyone presses play. The archive becomes a reference for the development itself, which is a far more useful thing to own than a back catalogue.
Every episode, written down
An episode page carries the player, the show notes and the specifics — which construction milestone, which rumour, which planning decision — so the content is searchable by the thing it is actually about.
It is the difference between a podcast that people happen to hear and one that turns up when somebody searches for what happened at the site in March.
Three shows, one masthead
Bricking It is a collaboration, not a solo project, and the site is built to show that: each host keeps their own page and their own identity, linked from the show rather than absorbed into it.
Guests get the same treatment. When a theme-park journalist appears, there is a page for them and a page for the episode — which makes the show worth appearing on, because a guest gets something durable out of it too.
Booking the next guest with the last one
A guest page collects every appearance and credits the guest’s own work, so an invitation to come on the show arrives with evidence of what that is worth.
For a young podcast trying to book people with established audiences, that page does more persuading than any pitch email.
“An episode nobody can search for is a conversation that happened, not a thing you own.”
Where the show is now
Bricking It runs a 29-page site: fifteen episodes each written up as a page, three host profiles, guest features, a news section, a sponsorship route and a running “road to Bedford” thread — published weekly, and loading in under a second.
The park it covers does not open until 2031, so the archive is the asset. Every week adds to it.
“A digital platform that matches the scale of Universal Studios Great Britain. Beyond expectations.”
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