Spotify, the world’s largest music streaming service, bumped into the same realization every fast growing tech company does: A great product wins early adopters, but a great brand wins the mainstream. The biggest challenge was its legacy identity system: It had been engineered to work in an app but not in a global communications program. It left the brand looking more like a tech company than the entertainment company it was. A reboot was necessary.


Research showed 75% of Millennials value meaning over wealth. Historically, music has been the go to source for it. But as the Internet made music more abundant, that emotional connection decayed. No longer sitting in their room captivated by an album, most people use music as background noise while doing chores. Spotify wanted to restore that deeper, more meaningful connection – or as the strategy declared, “Make music personal, again.”

When a song profoundly resonates with you, what happens? You cry. You cheer. You scream. You laugh. Or, as we put it, you burst with emotion. Our brand identity system aimed to be the visual corollary to this “bursting” experience. We also designed a co-creative aspect into the system to enable Spotify to collaborate with artists.


  • Lee Maschmeyer
  • Ben Crick
  • Christian Widlic
  • Gabe Benzur
  • Brian Collins