Reaching listeners from every corner of culture
Following large scale acquisitions of Pandora and Stitcher (among others), SiriusXM created SiriusXM Media to centralize ad sales across channels. The company needed a new brand and digital presence to centralize how they communicate within the larger media ecosystem.
We worked with SiriusXM first to align on brand messaging that helps the company distinguish what makes its portfolio unique. Based on that, we determined a new design system and digital presence to better relay the company’s position as the premier destination for advertising in audio.
The SiriusXM ecosystem spans content, platforms and technology, and these pillars work together to create dynamic offerings for clients and partners. But internally, people were still thinking of the brand as an audio technology company. We worked with the SiriusXM Media team to align on a new positioning that reflects the company’s stature as the leading media company in audio.
“Serious about audio” acted as our guiding idea, and a frame for the positioning, tone of voice and key messages we built out in brand guidelines.
Through research we gained a strong understanding of SiriusXM’s offerings, portfolio and positioning in the market, and discovered deep brand equity throughout the organization, at both the platform and content levels. We simplified the company’s brand architecture by surfacing the right properties in the right context, shifting from a technology-driven model to a content-driven one.
We selected a color palette and devised a graphic system to visualize audio, relating to SiriusXM while distinguishing SiriusXM Media within the parent organization. The graphics are derived from a grid, representing the rigor of SiriusXM Media’s data-driven insights, and they evoke a vast universe of content. In motion, the graphics shift to represent sound, capturing the dynamism of audio and enlivening the brand in a way that is echoed in microinteractions on the website.
To make SiriusXM Media’s new website as effective as it could be, we worked closely with their team to understand who their key audiences were and the role the site needed to play in their sales journey. We found opportunities to communicate value by organizing around their differentiators: an iconic portfolio, pioneering platforms, unmatched reach, and best-in-class support. The site aims to introduce advertisers to the business and offerings and facilitate the development of new and existing client relationships.