Storytel
Brand strategy, Visual Identity, Art Direction, Design systems and Workflows
As Brand Design Lead at Storytel, I guided a global brand evolution for the leading audiobook streaming platform, available in 25+ markets with over 2 million subscribers. My role was not only to lead the creative direction but also to strengthen efficiency, increase brand affinity, and ensure consistency across every touchpoint—from app UI to global campaigns.
Working closely with cross-functional teams, I developed scalable, ownable design systems that elevated Storytel’s identity and equipped markets to stay agile while remaining firmly on-brand. The result was a brand expression that felt immersive, joyful, and built for long-term growth.
Brand Creative Strategy
While Storytel already had strong assets—a logo, typeface, and core palette—my task was to evolve them into a more expressive system.
During my exploration, I discovered that the original heritage logo had been inspired by the shape of a fire, though this connection had never been used in brand identity. We reignited this spark, positioning the fire as a symbol of human connection—where for millennia, people have gathered to tell, listen and share stories.
Together with Italian studio Illo, we translated this into an illustration system inspired by the flickering shadow and light-play cast by firelight. A new palette, bold monolithic illustrations, and combined with the immersive brand imagery created a warm, distinctive identity that celebrated the transformative power of stories.
This visual system became the foundation for everything from app visuals to global campaigns, allowing the brand to express both scale and intimacy.
Re-igniting the flame
Product UI Design
We carried the new identity into Storytel’s most important touchpoint: the app. Bespoke illustrations, genre-specific motifs, and subtle branded details transformed the interface into a continuation of the brand narrative—welcoming, immersive, and unmistakably Storytel.
By aligning the product experience with marketing, we created a seamless journey for users, reinforcing the brand promise at the very heart of the platform: the listening experience itself.
A branded experience in App
Design Systems & Workflows
Smooth and efficient tools for scalability
To support both creativity and efficiency, I lead the design team in building a suite of internal systems that made it easy for markets and co-workers to stay on-brand. This included clear, practical brand guidelines, a refined tone of voice, and centralised asset libraries.
I also lead the development of adaptable templates and toolkits for every major channel—advertising, social, email, events, and beyond. These resources gave in-house and partner teams the freedom to move quickly while ensuring every piece of communication felt cohesive, consistent, and distinctly Storytel.
Marketing Creative & Workflows
Immersive, performance driven, & scalable
I led the creative direction of Storytel’s advertising and marketing, shaping the visual identity across all channels and campaigns. This included art direction for paid media, CRM, organic social, and events—drawing on a rich mix of real content, AI-produced visuals, and Storytel’s own library of cover art and story content.
To scale this globally, I lead the design team to develop insight-led marketing systems that could flex across 25+ markets while maintaining a cohesive look and feel. Templates and creative frameworks were designed for everything from high-impact brand campaigns to tactical promotions, balancing consistency with adaptability. This enabled local teams to respond to cultural nuances while staying rooted in the brand’s emotional core: Life’s better with a Story.
