CNN Audio brand campaign, podcast designs and digital toolkit
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.
Joseph explored new brand marks and overarching design concepts for it’s podcasts, promotion and advertising.
![CNN Audio digital brand campaign](https://kielydesign.com/wp-content/uploads/2021/11/cnn-audio-phones-01-1024x672.jpg)
Brand look
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.
![CNN Audio brand campaign poster designs](https://kielydesign.com/wp-content/uploads/2021/11/cnn-audio-posters-02-scaled.jpg)
![CNN Podcasts brand campaign design](https://kielydesign.com/wp-content/uploads/2021/11/cnn-audio-posters-01-1024x577.jpg)
Logo 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.
![CNN Audio logo design exploration](https://kielydesign.com/wp-content/uploads/2021/11/cnn-audio-logos-scaled.jpg)
Podcast & 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.
![CNN Podcast Cover Silence is not and Option with Don Lemon](https://kielydesign.com/wp-content/uploads/2021/11/cover-04-1024x1024.jpg)
![CNN Podcast Cover for Daily News Briefing](https://kielydesign.com/wp-content/uploads/2021/11/cover-02-1024x1024.jpg)
![CNN Audio podcast cover for COVID with Sanjay Gupta](https://kielydesign.com/wp-content/uploads/2021/11/cover-01-1024x1024.jpg)
![CNN Podcast brand design and CNN Audio instagram promotion campaign](https://kielydesign.com/wp-content/uploads/2021/11/cnn-audio-podcasts-scaled.jpg)
Style guide
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.
![CNN Audio brand gradient](https://kielydesign.com/wp-content/uploads/2021/11/cnn-audio-color-1024x86.jpg)
#31B7FF
#C90129
#FEB62F
#FFFFFF
![CNN Audio brand font acumin](https://kielydesign.com/wp-content/uploads/2021/11/cnn-audio-acumin-font.png)
![CNN Audio brand font IBM Plex Sans](https://kielydesign.com/wp-content/uploads/2021/11/cnn-audio-ibm-plex-font.png)
Design Exploration
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.
![CNN Audio brand campaign design with colorful audio waves](https://kielydesign.com/wp-content/uploads/2021/11/cnn-audio-landscape-01-1024x579.jpg)
Audio Landscape
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.
![CNN Audio Brand Campaign and Brand Design](https://kielydesign.com/wp-content/uploads/2021/11/poster-06-716x1024.jpg)
![CNN Audio Brand Design poster](https://kielydesign.com/wp-content/uploads/2021/11/poster-08-716x1024.jpg)
![CNN Audio Promotion Campaign](https://kielydesign.com/wp-content/uploads/2021/11/poster-09-716x1024.jpg)
![CNN Podcast brand design in a computer and on instagram](https://kielydesign.com/wp-content/uploads/2021/11/cnn-audio-landscape-02-1024x672.jpg)
Story Line
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.
![CNN Podcast Cover for COVID with Sanjay Gupta](https://kielydesign.com/wp-content/uploads/2021/12/line-cover-01-1024x1024.jpg)
![CNN Audio Daily News Brief Podcast Cover](https://kielydesign.com/wp-content/uploads/2021/12/line-cover-02-1024x1024.jpg)
![CNN Audio podcast cover with Don Lemon](https://kielydesign.com/wp-content/uploads/2021/12/line-cover-03-1024x1024.jpg)
![CNN Audio Podcast brand design with an audio progress bar in a computer and on instagrm](https://kielydesign.com/wp-content/uploads/2021/12/cnn-audio-line-02-1024x672.jpg)
![CNN Audio Promotion Print Campaign](https://kielydesign.com/wp-content/uploads/2021/11/cnn-audio-line-01-1024x576.jpg)
Explore similar projects
News & Documentary