Client: Audible
Format: Ident and design system
Role: Art direction, design
Agency: Fold7
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Background
In 2018 Audible and Fold7 launched a new brand platform – that Audible is an enriching alternative to passive media consumption.
Building on the success of this, they saw an opportunity to create a distinctive ident signature with sonic tag and a consistent, dynamic design system. Both would serve to encompass the personality of this brand, positioning it in an unequivocally Audible way.
Approach
As one of the primary goals was to unify the brand’s visual output across multiple touch points, an underlying concept was needed to form the foundation to build on. Several were developed and tested before landing on the idea of ‘illumination’ – how the Audible experience illuminates the user’s imagination as they are immersed in great storytelling.
Result
The result is not only a memorable visual and sonic ident, but also a distinctive and easy-to-use design system, bringing together the brand comms from ATL through to BTL – something that had previously lacked continuity due to many global creative partners Audible work with regularly.
Ident in use on Audible ‘Temptations’, Fold7 — 2019
Ident in use on Audible ‘Fly with Audible’, Fold7 — 2020
Audible Originals
In addition to the brand ident animation, a short introductory sting was needed for Audible Originals, the sub-brand which produces original and exclusive content available on the platform.
Audible Originals intro sting seen on From The Oasthouse: The Alan Partridge Podcast trailer.
The design system
During the development stages of the project, it became apparent that the chevron in the Audible mark could be utilised as a key and distinctive element of both the animated ident and the wider design system.
The angles form a universal framing device which is both simple and flexible. This was important due to the vast array of different formats it would have to work within. It also formed a more literal pointer, leading the viewers eye to any important messaging or call to action.
