Spotify for Authors

CLIENT — SPOTIFY
ROLE — DESIGN DIRECTOR
YEAR — 2024
TYPE — BRAND

THE CONTEXT

When Spotify set out to launch Authors, they needed a fast-moving sub-brand and campaign system that felt connected yet distinct. We began by reimagining familiar Spotify cover tiles, evolving them from simple flows into abstracted textures and graphic layers that could carry imagery, illustration, and storytelling with depth and energy.

CELEBRATING THE AUTHORS

With a key element of the visual system established, we focused on giving Authors its own presence alongside the Spotify brand. Using Spotify Mix, their new typeface, we pushed rhythm, weight, and scale to create a bold typographic voice inspired by sound. The result was a campaign-like sub-brand that amplified authors and stood confidently next to Spotify itself.

BUILDING THE PLATFORM

Beyond the brand system, Authors needed a digital home. We designed an MVP site that could grow over time—introducing clear pathways for authors and publishers while layering an abstract UI system with photography. This flexible foundation gave Spotify a structure that could scale with the program as new features, insights, and content rolled out.

AUTHOR PHOTOGRAPHY

When pairing the new system with Spotify’s brand photography, the imagery felt too broad for this audience. We proposed a dedicated shoot to give Authors its own voice. Partnering with a small team, we shot in a Brooklyn brownstone, capturing varied, author-like settings. The result was a library of images that worked seamlessly with our UI overlays—bringing warmth and authenticity to the site.

ANTHEM & PRODUCT CONTENT

Originally scoped for concepts only, the project expanded as the photography took shape. We developed and produced a launch anthem, which debuted at Frankfurt Book Fair, alongside cut-downs for onboarding and product demos. These pieces extended the system into motion, carrying the same energy across social channels and author communications.

This project was created in collaboration with Ethel Moore, Lia Fernadez and the Instrument content team.