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.

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 centred around the customer’s “delight in knowing”. Collaborating with the in-house design team, we created a visual identity called “the Reveal” to convey the joy of newfound knowledge. This unified approach strengthened brand integrity and fostered trust.

The ‘Reveal’ anchors our new brand system, embodying the joy of discovering fresh insights and symbolizing Audible's expansion beyond audiobooks. Rooted in the Audible logo, it's versatile, revealing new narratives, promoting membership perks, and enhancing UI depth across platforms.

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.