Spotify

Motion Identity + Campaigns

Context

Design a comprehensive motion system and global campaigns to communicate Spotify’s new product features and grow its paid subscriber base.

Strategy

Create a series of unique graphic worlds to highlight how the streaming service functions in users’ every day lives, while differentiating the brand through a bold, imaginative visual style.

Solution

A multi-tiered campaign and motion identity that played an instrumental role in Spotify's massive growth, increasing paid subscribers 66% from 30MM to 50MM globally during the run.

Services

+ Graphic Design + Live Action + Animation + CGI + Illustration + Copywriting + Editing + Music Supervision + Original Music + Sound Design + Post-Production + Motion Guidelines + Toolkits

Motion Identity

How do you appeal to a global audience of music lovers with wildly diverse tastes?

Our primary design challenge was to create a ubiquitously accessible language though animation that would appeal to potential Premium subscribers around the world. Using the new logo and brand shapes as a starting place, we created a comprehensive motion identity that lived across the Spotify app, O&O channels and campaigns.

Animated Campaigns

After developing a unique motion identity, we brought it to life in multiple campaigns.

Highlighting the four benefits of the service – ad-free listening, offline capability, great sound quality, and on demand access – we aimed to establish practical and emotional reasons for listeners to ‘Go Premium.’

 

Illustrated brand bursts transform talent into dynamic silhouettes, creating abstract individuals who are recognizable across all regions. Our design approach maximizes creativity while remaining economical and adaptable, with toolkits delivered in 12 languages for 58 countries.

Live Action Campaigns

Simultaneously, we developed and directed several live-action spots.

We shot wildly imaginative live action-based spots to promote the new Discover feature which were deployed across the app, digital display, and OOH.

 

Additionally, we shot co-branded content for Google Chromecast x Jason Derulo, and helped launch Spotify’s artist-based content series, the first of which featured Gucci Mane.

UI/UX

Our Party and Chromecast campaigns were designed to demonstrate Spotify's practical side.

By including seamless product integrations, these campaigns geared towards enhanced UI/UX features within the app and in partnership with Google’s Chromecast Audio device. Activation drives us into Spotify-branded worlds that are visually consistent with the global campaigns.