The Mixes campaign began with the construction of the logo lock up. A process of following a very rigid set of brand guidelines while still folding in some logic and structure.
We then developed an extensible messaging construct to flex across the campaign.
Using existing Spotify photo recognition technology, we implemented a system for creating unique color palettes.
Colors are pulled from the artist provided images in our creative and matched with one of the 30 Spotify brand colors.
Like color, we wanted to further build out the customization of this campaign through the expressiveness of our connective line.
We created a series of shapes and animated expressions that represent the top music genres on Spotify. These lines then coordinate with the artist and genres used in our creative.
The components above — messaging construct, color, and line — were then brought together to form the variable system that was pushed into product, social, and ooh.
Spotify Mixes is a campaign that builds on the success of Spotify's Daily Mixes. While continuing to provide the spontaneity of these unique playlist, Mixes goes a step further by adding a bit more structure and allowing users to listen to curated playlists in three buckets — artist mix, genre mix, and decade mix.
Services
Campaign // Digital // OOH
