AUDIBLE | The Pillars
The Pillars is a first-of-its-kind retail and community hub created by Audible in downtown Newark. Designed to support local entrepreneurs, attract visitors, and strengthen the city's Arts and Education District, the project transforms property into a destination for retail, wellness, culture, and community.
As lead designer on the project, I developed the visual identity system for The Pillars, creating a brand that could connect to Audible while establishing a distinct presence of its own.
WORK TYPE
Brand Identity
ROLE
Art Direction, Brand Identity Design
Defining a new kind of space
OPPORTUNITY
Audible's investment in 33 Washington Street was envisioned as a new destination for community, culture, and commerce in downtown Newark—and a reflection of its continued commitment to its headquarters city.
We needed to create an identity flexible enough to support retail, programming, and storytelling while feeling distinctly rooted in Newark and connected to Audible.
Building the foundation
To understand how to position this new kind of space, my copy director partner and I audited 20+ retail, hospitality, cultural, and community-focused brand experiences.
Our research helped define four principles for the identity:
Rooted in Newark — resonate with residents, local students, and Audible employees.
Easy to understand — create a name with an intuitive connection to Audible, the space, or 33 Washington Street.
Authentically Audible — bring the brand into the experience in a way that felt natural to the space.
Built to scale — work across the physical environment and broader communications.
These principles guided both our naming and visual identity exploration.
Defining the Identity
The final system was designed to feel welcoming, optimistic, and adaptable.
I developed:
Logo design
Core graphic elements
Typography system
Brand toolkit
Style guide
The resulting identity was built to support everything from environmental graphics and signage to marketing materials, programming, and future tenant experiences.