Context
Amusing is a new podcast initiated in 2022 by two friends Issy and Mel.
Brand Strategy
The challenge was to make the cliché of ‘two best friends starting a podcast’ stand out. In a highly saturated market, what unique space could Amusing occupy? Its strength lies in randomness and relatability, designed to be the solution to the boredom dilemma: "I don’t know what I feel like listening to." Amusing offers a podcast experience where listeners are pleasantly surprised, leaving with unexpected insights—whether it’s a recap of your local McDonald's reviews or a lesson on pyramid schemes. That’s the essence of Amusing: making boredom entertaining.
Brand Identity
"Amusing" blends the concepts of ‘musing’ and ‘amusing’—to entertain while also encouraging contemplation. Many of Issy and Mel’s conversations are open and reflective, so the logo was designed with a thoughtful tone. The handwritten style serves as a signature across their work, capturing the idea of journaling and authenticity. To complement the main logo, a two-character icon was created for use across different mediums. It adds a cheeky, friendly look, balancing the brand’s identity between contemplative and light-hearted. The goal was to keep Amusing fun but authentic and reflect their mission and tagline to: ‘Muse and be amused by life’.
Creative Strategy
To increase audience engagement, Amusing has run giveaways strategically across social platforms. participated in makes giveaways.
Recognising that thrifting is a popular trend in Melbourne, the focus turned to Fitzroy—the heart of Melbourne’s thrifting scene. The giveaway needed to feel authentic, local, and relatable. In line with growing trends in personalised marketing, Amusing combined personalisation and thrifting to create a unique personalised thriftbox giveaway. A short 45-second video was filmed, showcasing Fitzroy and the podcast’s personality while promoting the giveaway. The result was a remarkable increase in engagement: Amusing’s following grew from 200 to 5,000 overnight, the video reached 130,000 people.
Creative strategy continues to develop as Amusing grows, the next step is to nurture the audience by consistently delivering new episodes and content. See the giveaway video here.
Creative Direction
The cover was designed to enhance the fun side of Amusing, demonstrate a playful but sophisticated approach. It was intended to exaggerate both Issy and Mel’s personality while being artfully posed, stylish and humorous. It needed to have a professional finish and appeal to our audience.
Photography by Serena Jade
Amusing partnered with Savers on a thrift giveaway, creating a video that captured the quirky essence of the brand. The video, inspired by Wes Anderson’s cinematic style, featured a series of playful and awkward angles.
