SPOTIFY FREQUENCY

Frequency: A Cultural Brand Platform for Spotify

Role:
Design Direction
Visual Identity
Lucy Wang (CD)

As Design Director, I led the creative vision in partnership with the creative director for Spotify’s initiative to deepen engagement with Black Gen Z and millennial listeners. Grounded in research and strategy, we identified an opportunity to build an authentic, lasting platform that centered culture in a meaningful way. I oversaw the brand strategy, visual identity, and launch creative for Frequency, including related print & digital assets, ensuring the work was culturally resonant and built to scale.

In partnership with Spotify's team, we developed this system inspired by different audio frequencies and how they would create different patterns depending on the audio input.

Example of how audio effected the dots in different and interesting ways.

Example of intended effect prior to motion exploration.

System for Spotify team and partners to use to create a variety of brand assets and to help third parties design within the sytem.

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