After years of focusing on customer acquisition, Amazon’s audiobook aces turned their efforts internal.

  • Environmental,
  • Animation

Founded in 1995, Audible rode the wave of the early dotcom boom to success with early investments from Microsoft and Amazon, eventually being acquired by the latter in 2008 for $300 million. For much of its history, growth was the priority and talent followed. With the emergence of Manhattan’s Silicon Alley across the river from their Newark headquarters, however, the company needed to project its commitment to innovation inward in order to enrich its culture and retain the best and brightest employees.

Working closely with stakeholders from throughout the company, we translated their corporate values, The People Principles, to a dynamic visual brand system that brought the founder’s words to life. Applied to a wide range of collateral throughout their physical space and digital platforms, the staff response was resoundingly positive as demonstrated by the fact that they actually wanted to wear the swag we produced.

Design System

Built from the company’s core values, Audible’s five People Principles combine the ambient, graphic elements derived the brand ‘chevron,’ our primary scripted logomark and a simple, modernist typographic support system.


The People Principles were brought to life across, print, digital and environmental applications – from immersive digital treatments and wheat-paste posters to stickers, zines and swag.

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