work / spotify
case 02 / 10
01
the always-on voice
ART DIRECTION ✶ MOTION ✶ DESIGN
Spotify’s refreshed identity had to land in the feed, not in a brand book. I supported the Global pod as it rolled out, helping implement the new look across editorial social.
Weekly charts, artist highlights, series like Daylist. Same identity in every market, native to the platform it sat on.
THE SYSTEM
variety inside one voice
Editorial formats shifted by content type while the identity stayed unmistakably Spotify.
THESIS
consistency at global scale
Consistency at global scale is invisible when it’s done right.
02
modular templates
ART DIRECTION ✶ DESIGN
Spotify wanted awareness that it was a real destination for podcasts and audiobooks, not just music. So I built s modular content template designed to be adopted across international markets, not just one region.
Same visual system, swapped language and content per market. “Podcasts of the Week” in the US became “Pódcasts del mes” elsewhere, without losing what made it recognizably Spotify’s.
54K
ENGAGEMENTS ON A SINGLE POST
One of the highest-performing posts of its week. Proof the template worked, not just the one post.
03
launching a feature
CONCEPT ✶ ART DIRECTION ✶ MOTION
Nobody wants a tutorial in their feed. A new feature has to look like something you’d want to play with before it looks like something you’d have to learn.
When Spotify shipped its mixing tool, I led the creative that introduced it. I concepted the story, art directed the assets, and animated the content that showed the feature's functions. Beat matching, bar counts, two tracks folding into each other. Built to read at scroll speed instead of in a product demo.
ANIMATED FEATURE WALK-THROUGHS
04
two can play
CONCEPT ✶ ART DIRECTION ✶ INFLUENCER
Ali Hazelwood’s protagonist is a video game developer, and her readers already behave like a fandom rather than a readership. They vote, they argue, they post covers. The launch had a two-day turnaround.
I pitched an 8-bit direction pulled straight out of the book’s own world, and an interactive cover vote that handed the reveal to her fanbase instead of announcing it at them. People picked it up.
05
craft worth showing
Wrapped
Drew Afualo / Content Capture
Concept
Content built around her signature boldness and humor for her audiobook release — true to her voice and Spotify’s editorial style at once.
Bridgerton Canvas
Art direction
Laid out the art direction and concept for this Bridgerton canvas.
Tessa Bailey / Author Mood Board
Concept ✶ Art Direction
Pitched a lived-in, desktop-style moodboard, like peeking into the mind of the writer. Became one of the highest-performing posts of the week.
THE THROUGHLINE
work that holds a platform’s voice steady and knows when to break from it.
first call on new features
When Spotify shipped something new, the creative that introduced it ran through my direction. Concept, art direction, animation.
fan knowledge as advantage
Two Can Play worked because I read the audience before I read the brief. Same instinct behind the highest-performing Amazon Music post of our tenure.
systems that scale
Templates built once and adopted everywhere. The podcasts work is the proof that format design beats one-off posts.
speed is a craft problem
Two days from brief to a concept a fanbase would actually participate in. Fast doesn’t have to mean generic.
