PODCAST LAUNCH, STRATEGY, SOCIAL THE NEXT CHAPTER BY AMERICAN EXPRESS HAD THE GOAL OF INSPIRING LISTENERS WITH AUTHORS WHO HAVE THE BEST BOOKS ON BUSINESS.
CHALLENGEThe goal, through social channels, was to entice listeners to join a business-minded book club in the format of a podcast.
into candid conversations with thinkers from all disciplines about how they can improve their career trajectory, business practices and their lives.
APPROACHTo launch with clear messaging to catch the attention of the audience in this busy world. Feature podcast host Cardiff Garcia and the heavy-hitting roster of guests, by using pull-quotes, sound-bites, and other tactics to lure the visitor in.
Create a consistent design element of the logo’s “dog-ear” to make all work uiquely recognisable.
Turns the podcast logo’s “dog-ear" into a consistent design element that makes all work uniquely recognizable.
The Next Chapter, hosted by Cardiff Garcia, interviews best-selling business authors and asks them to re-examine one of their influential
then propose a hypothetical next chapter of this same influential books on business. their careers to offer inspiration to listeners looking to build their businesses. In each episode, a prominent author re-examines one of their influential books, then propose its hypothetical “next chapter.”
To repackage the brand in a way that attracted the next generation of business leaders, we selected soundbites, quotes, and imagery to adopt a more progressive message and identity.
