Storytel

Studio Dumbar2023ProjectInterview

26 Feb

Project

Storytel

Illo teamed up with the Storytel crew to build a visual system that’s as timeless as storytelling itself. Storytel’s signature orange flame logo is a nod to the roots of storytelling, people gathering around a campfire to share their tales.

As a major player in the audiobook world, Storytel wanted a fresh, bold illustration and motion style to power its rebrand and bring its global presence together. illo designed a flexible illustration system that gives Storytel’s teams the tools to create visuals for anything, from product design to marketing.

The new look not only levels up the user experience but also adds a vibrant, cohesive, and engaging touch that perfectly complements book covers with its distinct aesthetic.

Published
Feb 2025

Agency
Illo

The challenge was to create a system versatile enough to cover everything from lighthearted comedies to deep historical dramas.

Whilst also representing abstract ideas like ‘subscription’ and ‘story, the creative team zeroed in on Storytel’s core values: inspirational, personal, and effortless. The result? A dynamic set of abstract shapes that leave room for interpretation, helping users navigate the app while setting the perfect mood for each experience.

The team aimed to create shapes that felt as accessible as storytelling itself, something anyone could draw, just like anyone can listen to a story.

To make that happen, they focused on two key things: breaking down complex ideas into simple, essential forms and blending bold colors from Storytel’s palette with organic, minimal shapes. A visual style that’s both easy to grasp and instantly engaging.

The motion system draws inspiration from stop-motion, abstraction, and fluid shape morphing, mirroring both the flicker of a flame and the rhythmic flow of a narrator’s voice, much like an analog waveform.

This approach brings a warm, tactile, and human touch that perfectly embodies Storytel’s brand personality, a scalable, efficient system that sparks creativity while keeping everything consistent across all brand touchpoints.