Audible

Context

Audible needed a content branding system that would balance the brand, titles and talent, while maintaining a cohesive, elevated look and feel.

Strategy

By leveraging ownable brand ingredients we were able to build on existing equities to create a consistent but flexible content marketing system.

Solution

Infused with an ethereal quality, the creative direction depicts Audible as an experimental, immersive, and unpredictable storytelling experience unlike any other.

Motion Theory

Our content branding system aligns with the new identity, signals audio storytelling and creates cohesion and consistency across all touch points. Infusing the brand shapes with an ethereal quality depicts Audible as a storytelling experience unlike any other.

Arcs are drawn in blank space, immersing the viewer in color fields that resolve simply but strongly back to the chevron. Blooming fields of color and light evoke the compelling, immersive and unpredictable nature of audio storytelling.

Brand Attribution System

The new system needed to balance Audible branding, title branding, and talent while maintaining a consistent, elevated look and feel to drive attribution. Our system created guidelines around open and close messaging and established a brand volume scale to provide consistent flexibility in promoting either the Audible brand or individual campaigns.

In close collaboration with internal teams, we implemented and optimized the toolkit to scale natively across all social channels.