CNN Audio brand promo campaign and digital toolkit
Branding + Print + Digital
CNN Audio project goals
CNN Audio saw an opportunity to reach a younger and more engaged audience through it’s podcast programming. They needed a refreshed brand look and associated campaign that tied their podcast properties together while also speaking to a new audience. Kiely Design worked for the creative digital agency Known to explore the brand logo and overarching campaign concepts.
Brand look and feel
To illustrate how CNN Audio was breaking out from its core audience the square logo was blown out into a radiating bloom of colorful sounds waves. The new younger listener and CNN talent are integrated into this vibrante world of engaging and accessible stories.
Logo mark development
The goal for the CNN Audio brand mark was to develop a simple yet differentiated mark that worked well with the existing CNN logo. The visuals of sound, audio and stories were stripped down to essential icons and woven in with the brand mark.
Podcast and digital assets
The color wave was extended through the podcast covers and social media promotion. The red source of the wave is anchored behind the CNN Audio logo while the bloom of color is altered to reflect the podcast content.
This flexible brand motif allowed for a range of promotional elements from graphic only instagram posts to a fully integrated talent campaign.
The core CNN brand red was expanded into a vibrant color wave which creating a youthful and visually impactful brand for a new demographic. Three key colors anchor the new brand while extending its versatility; light blue, red and yellow.
This new color palette was combined with a light sans-serif font for messaging and a digital inspired font for informational copy.
A variety of brand and campaign looks were explored in conjunction with each logo concept. By pairing the mark with its visual concept it created a full picture of each marks potencial. The concepts that visually related to storytelling like the audio wave or story line resonated with the client.
The iconic sound wave creates a landscape of colorful content that weaves through and around CNN Audio, its demo and talent. The CNN Logo is slightly augmented with the word audio while the audio wave brand motif drives the new visual look.
An audio progress bar becomes the divider in the CNN Audio logo mark. This bar becomes a storyline that runs through all of the programming and promotion. It visually ties together large campaigns, podcast covers and CNN talent to relevant stories.