Spotify for Authors

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

HOW IT ALL STARTED

Spotify asked us to create a new sub-brand for Authors that could move quickly and feel distinct while still connecting to the larger Spotify ecosystem. I led the brand direction and the team from the beginning. We reimagined the familiar Spotify cover tiles and turned them into expressive textures, layered graphics, and abstract forms that could work across campaign, platform, and product content.

DEFINING THE SUB-BRAND

I was hands-on in designing the typographic system and layout patterns, using Spotify Mix to build a bold, rhythm-driven voice for Authors. Every core element of the sub-brand was crafted with a balance of originality and alignment to Spotify’s foundation.

BUILDING THE PLATFORM

Authors needed a digital home that could grow over time. I directed the design of an MVP site that introduced clear pathways for authors and publishers. We combined our abstract UI elements with photography to build a structure that could scale with new features and content. I also led the creation of the brand playbook and the handoff to product and engineering partners so the system could continue to evolve.

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

As the creative direction took shape, the scope of the project increased. I led the extension of the system into motion and helped develop a launch anthem that premiered at the Frankfurt Book Fair. We also created a series of product and onboarding cutdowns. All of these pieces carried the same energy and brought the sub-brand into social, product, and author communications in a cohesive way.

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