Therum contributed to the product design system and visual direction for SiriusXM’s mobile and digital interfaces, helping reimagine how the brand communicates and organizes its massive catalog of music, talk, and sports content.
Sirius XM
SiriusXM sought to evolve its digital identity with a refreshed design system that aligned across platforms and modernized the user experience. We helped create that identity along with the extensive design system featured across the SiriusXM ecosystem.
Task
Design a new visual direction for a media giant
Therum partnered with SiriusXM to evolve the app’s digital identity and content system. We led the design of the core tile framework while contributing to broader UI and UX decisions that shaped how listeners navigate and discover content in a mobile first environment.
Therum defined how content functions through typography, color, and modular structure, creating scalable design system sets across image, color, and abstract categories. Built as mobile first Figma templates, the system established a flexible foundation for SiriusXM’s expanding content ecosystem.
Therum developed a system led design framework for SiriusXM informed by deep market research and competitive analysis. We studied how peer platforms communicate their brand and structure content across large scale media ecosystems. This included examining how competitors present audio and video content, establish hierarchy, and guide users through complex libraries. These insights shaped a framework that unified content types, media formats, and visual styles across SiriusXM’s digital experience. The goal was to create clarity and consistency at scale without flattening personality or genre expression.
We defined six to seven core content categories that governed how tiles functioned across the platform, spanning audio, video, editorial, talent, live programming, and fallback states. Within those categories, we established a set of visual styles applied primarily to image based tiles, including vignette, graphic, spatial, and mixed media treatments. This approach allowed flexibility in art direction while remaining grounded in shared system rules.
Each tile type was supported by clear guidelines for typography, hierarchy, color usage, motion, safe areas, and logo placement. The system was designed to scale across standard, hero, and promotional placements, enabling fast production while maintaining a cohesive and premium experience across mobile and digital surfaces.
The sections below show how the system operates in practice. What follows highlights how research translates into structure and structure into execution, including placement logic, measurements, brand alignment, and interface behavior. You will see both in market applications and exploratory UI studies, all clearly labeled to demonstrate how the framework flexes, scales, and holds together across SiriusXM’s platform.
A unified product design framework for SiriusXM’s app ecosystem, featuring modular components, updated navigation, and refreshed interaction patterns. The visuals were optimized for responsiveness, ensuring seamless adaptation across mobile, tablet, and in-car displays.
The redesign gave SiriusXM a bold new presence across its digital platforms — creating a more immersive, accessible, and contemporary listening experience. The work helped streamline content delivery while highlighting the brand’s energy and diversity, giving the company a scalable foundation for ongoing product evolution.
Since the redesign effort, SiriusXM has remained a major audio platform with approximately 33 million total subscribers as of the third quarter of 2025, anchored by improvements in churn and a trial funnel of about 7.4 million potential new listeners.
On the business side, SiriusXM reported about $2.16 billion in revenue in Q3 2025, with net income of $297 million and $257 million in free cash flow, indicating operational profitability even as competition intensifies.
On a trailing twelve-month basis, the company’s revenue was around $8.55 billion with nearly $1 billion in net profits, underscoring sustained commercial strength.
By defining a flexible content system that balanced clarity with expressive visual language and supported both audio and video formats, Therum’s work helped position SiriusXM to maintain engagement and operational stability in a challenging market. The new design system also supported faster iteration and content rollout across platforms, reinforcing the brand’s ability to adapt to evolving listener behavior.
Therum’s philosophy is rooted in building systems that can hold complexity without breaking. This project demonstrates how structure, when designed intentionally, becomes a multiplier for culture rather than a constraint on it.
At SiriusXM, the challenge was scale. Thousands of audio and video programs. Multiple content types. Constant rotation. Our approach was not to chase aesthetics, but to define the underlying rules that allow content to move clearly and consistently across the platform. Typography, color, motion, and layout were treated as functional signals, not surface decoration, ensuring content remained legible, expressive, and adaptable at every size and placement.
The result was a system that enabled faster production, clearer navigation, and stronger brand cohesion across a massive catalog. By separating visual style from structural logic, SiriusXM gained flexibility without fragmentation and consistency without stagnation.
This project reflects how Therum works. We design frameworks that prove themselves in real conditions. Systems that scale, evolve, and perform under pressure. Not work that looks new for a moment, but work that continues to function as platforms, teams, and content grow.