USAA
Golden Eagles Advocacy

USAA

Audible produces and provides audio storytelling by offering immersive and cinematic experiences for listeners.

Audible works to hear the voices of their customers and serve their needs. They work continuously on the improvement of their platform.

design challenge

Create a Marketing Campaign for either a podcast in need of a new look or an audiobook about a person or story in which you are interested.

The final deliverable is a Keynote presentation that takes us through the campaign idea you have created, as you would a client. This presentation is just as important as the end product.

business goal

● Help grow the audience by highlighting the uniqueness of the
podcast to untapped listeners.

creative goal

● Communicate with clarity.

● Reflect the tone and mission of the podcast.

● Thread a visual (and verbal) language that works through all of the elements and can be built upon for the future.

research

info

concepts

summary

info

Concept 1 aligns with Business of Fashion’s core mission.

Target: Young adults who are creators, artists, and designers

Mood: Hopeful and joyful

Concept 2 represents the foundational creation of the business.

Target: Young adults who are interested in shifting their careers and be accepted into the fashion industry.'

Mood: Inspired, thoughtful, reliable, simple. easy to understand

Focus on showing the variety of entertainment available on the BOF podcast.

Target: Young adults who use podcasts to be entertained.

Mood: Energized, diverse, colorful

notes

Directions 1 logo and 3 designs were chosen to be combined.

Next was to find a way to balance the textures, provide a version of the logo with the Business of Fashion text, have a hook phrase, and have more options of the design style.

first pass

summary

Multiple logo options and college designs were tested to be used for the podcast's rebranding and platform artwork.

notes

Move forward with keyart with brown, flower, and gold frame. This one was chosen to move forward with because it has the most exciting, elegant, legible, and balanced design compared to the other options. It was requested to change the background of the keyart to dark brown in the middle of the frame or find a different dark background.

The logo moved forward with was logo with only Business of Fashion and thicker serifs.

second pass

summary

The platform artwork and logo were updated based on recommendations.

The keyart was added to iPhone mockups. Styleframes for the trailer and story were included. The billboard, magazine cover, and story in an iPhone mockup were also added.

An audio first pass for the trailer and stories was made to evoke the inspirational aspects of

notes

Emphasize emotional engagement and storytelling in the presentation to illustrate the value of the campaign for the Business of Fashion and Audible.
Detail the rationale behind each design decision, including the use of brand elements across all deliverables.
Improve trailer styleframe designs:
- Add more photo layers to the first frame to enhance visual interest.
- Adjust the third frame's photo layering for clearer Audible branding readability.
Address legibility issues in the magazine mockup:
- Reposition the logo for adequate spacing from the magazine's top edge.
- Ensure the cover has consistent spacing for a polished appearance.
Modify mockups to present the magazine content as an advertisement, not a cover feature.
Expand the range of designs for magazines and billboards.
Prepare the refined logo, compelling stories, and the animated trailer for the next meeting.
Ensure audio quotes from the podcast are consistently loud and clear for maximum impact.

revisions

summary

Updated the trailer styleframes and magazine design. Added more mockups of the billboard designs. Animated the trailers and stories. Provided mockups of stories and trailer on Instagram and Facebook. As well adjusted the audio of quotes with an audio designer.

notes

Design

Shorten the presentation deck by combining slides.
Adjust deck slide layouts for better organization.
Align text properly across all slides.
Correct the shifting of footnotes.
Add page numbers for easier navigation.
Use higher-resolution photos for deck designs.
Avoid using all caps in slide titles to prevent the type from blending.

Animation:

The trailer animation requires fixing.
- Remove unnecessary text work.
- Include text related to texture, color, and design to highlight the concept of inspiration.
- In the quote frame, add the word 'my' for clarity.
Place the rebranding of the logo animation at the end.

final

summary

All the notes have been incorporated into the presentation. It was awesome to complete the rebranding for a podcast that provides captivating insights into the fashion industry and inspiration for young adults.