Audible Brand CX Refresh
This brand refresh was born out of an ambitious initiative to reimagine the first 60 days of Audible membership. The goal was to reposition Audible from an audiobook distributor to a content entertainment experience and to shift from a transactional nature to an emotional one.
Brand Platform:
Starting by freshly articulating the value proposition and brand promise that “Audible helps you change the way you see yourself and the world”, we developed a narrative that centered around the customer’s “delight in knowing” and a brand voice built from three distinct character traits. Partnering with London-based agency DixonBaxi, we brought this to life with a visual language rooted in the identity called “the reveal” that expressed the delight and transformation that comes from uncovering new knowledge. This robust set of tools allowed us to tell a consistent visual story across touchpoints from small moments in the app to larger campaigns, establishing customer trust and building brand equity.
Results:
Onboarding revamp communications saw a 10% decrease in cancellations
Acquisition conversion page redesign on Amazon saw and increase of 34.9K trials/year
CRM emails saw and incremental revenue increase of 15% with creative alone
Drove global alignment, operational efficiency and consistency
BRAND NARRATIVE & VOICEDelight in knowing
There’s a delight in knowing. When you’re in the know you feel brighter, smarter, more connected, more entertained, like you can be part of a conversation. Whether it’s knowing the end of the story, knowing the big plot twists, knowing about the latest Audible Original, or simply learning entirely new, there’s something to be taken away from every Audible experience. Our members experience the delight of knowing every time they listen.
Personable
Warm and friendly, we’re always looking to give our members the best experience. We share their passion, and are proudly nerdy about the things we love.
Ambitious
We truly believe in the power of listening and are determined to fill the world with new voices and stories. Everything we do is to support the people who make our service great: the writers, the voices, and of course, the listeners.
Curious
Always eager to learn new things, we’re equally interested in every genre, topic, and title. We keep our finger on the cultural pulse, drawing inspiration where we can to bring new and exciting audio experiences to our members.
VISUAL EXPRESSION
Kit of Parts
Color Palette
We made a small tweak to our primary color “solar” to brighten and gel with a more expansive and expressive palette
Typography
Leveraged the custom typeface Audible Sans with a new type ramp that offered a bold yet humanized display headline.
The Reveal Graphic System
A visual language rooted in our identity, own-able yet flexible enough to be used in many different ways in the customer experience. It expresses the delight and transformation that comes from uncovering new knowledge—symbolic of Audible’s shift beyond audiobooks.
Credits
Audible team:
Project Lead & Sr. Creative Director: Abby McInerney
Copywriter: Emma Borland
Sr. Designers: Emily Zabaleta, Dan Spillman
OOH: Carolina Macias Vega/Lou Stellato
Agency:
DixonBaxi
Versus (video)