Designing a visual language that unites a brand's total experience.

Published On
Apr 28, 2020


Spotify, the world’s largest music streaming service, confronted the same realization every fast-growing tech company does: a great product wins early adopters, but a great brand wins the mainstream.

With Apple’s acquisition of Beats and Google’s heavy investment in Google Play, the race was on to build the most beloved music streaming brand in the world. More focused on building a product than a brand, Spotify had never investigated positioning its product as a holistic offering.

The Millennial generation—Spotify’s target audience—is the most educated and connected generation in American history. They expect a level of service from each and every carefully selected services. They want to be anticipated, whether they are on a run, studying, or dining with friends. They want an experience that can understand them and deliver as appropriate.

Our answer emerged from our strategic platform: when an individual makes a personal connection with a song, their reaction is to cry, cheer, scream, sing, jump, or get chills—or, as we phrased it, “burst” with emotion. Our identity graphically captured that moment.

We developed a consistent brand architecture and transformed the conceptual orientation of the organization from a technology platform to a music company, optimizing the Spotify customer experience at every step of their journey.

Since the introduction of our visual identity, and ostensibly against the odds, Spotify has become the market leader in music streaming and an international household name. As of 2019, they have over 200 million active listeners, with 96 million paid subscribers. That’s more than double Apple’s 40 million. Design Week named our work for Spotify some of the most globally defining to date.

This work continues to drive the visual expression of Spotify and, as such, music itself across the globe.