Brand & Campaign Systems
When to flex, when to hold.
Brand platforms want to hold the line. Campaigns want something new. To make work stay relevant yet recognizable, I think of brand as a container. It holds the shape, and the content decides what goes inside. The work is deciding, each time, what has to hold and what can move. Then building the system to do it.
Platform in motion.
The Audible Motion Toolkit was built as the structure and starting point for every brand video. The opens, closes, and bugs ensure brand attribution. Within that wrapper, the content shines.
Anatomy of a full-funnel system.
Mysteries & Thrillers is a campaign that repeats every year. This version took a design systems approach: a flexible system that sets the creative team up to turn around whatever comes into the media plan. 14 custom category icons in 3 colorways and 8 patterns in 4 colorways combine into a dynamic, contextual campaign.
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Brand Color Core
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Variations on Backgrounds
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Custom Category Icons
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Results in Range
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Built for Production
From static display ads to a hero spot, the system holds.
Where it started.
Before Mysteries & Thrillers, there was Best of the Year. The 2023 campaign introduced custom 3D genre trophies and a motion language, and a creator-ready system carried it across 279 titles. Its success became the starting point for Mysteries & Thrillers.