Repositioning Audible from audiobook distributor to entertainment experience

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.

two posters pink and black

DixonBaxi became an integral part of our in-house team. Combining our data and their laser focus on the customer experience, we’ve seen an evolution in how we present ourselves and a revolution in how we serve our members.”

Abby McInerney, Sr. Creative Director, Brand, Audible

A unified design system that spreads the joy of discovery.

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.

Building delight into every step of the listener journey.

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.

Drawing in more listeners, loyalty and sign-ups.

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.