Of course we’re always thinking about all the obvious things like accessibility and creating a design that feels inclusive enough for everyone to understand it. So when you go through the years and you start backtracking on Twitter and Instagram and all these different places that you can post, you can almost visually see what year you’re talking about based on the art direction. We’re always inventing, trying things, and exploring how we can push the brand. And it’s important for us on the design front to make sure that whatever design we create matches the sentiment of the way we’re talking about the year conceptually.Īnd then outside of that, we actually aspire to create a completely new and fresh articulation of our brand every year. As you can see, every year has a slightly different theme. I think the most important one is that the way we tell the story of music and audio culture every year shifts, right? So we actually want to look at the year that has been and align our way of talking and our ideas with the year. I think there are a few different answers here. What are some of the considerations that go into the Wrapped visual identity each year? We have to start that early in order to land the design direction so that we can then build an extensive tool kit that will be used by all of our partners and agencies globally. And it’s not like other projects end-but because we know Wrapped is coming, we have to orchestrate and organize our team to be able to support it properly, alongside everything else that we still have going on.Īnd funny enough, design explorations for Wrapped actually start in June every year. Wrapped is probably the biggest project we do every year. We’re also always proactively working in the background on the brand itself-the rules around it, guidelines, how it comes to life.
We really work and collaborate with almost all parts of Spotify. They can range from brand marketing, music and podcast marketing, art direction and branding, design thought leadership, and problem solving any design-related issues for the company as a whole. I run a team of between 15 and 20 designers, art directors, and design directors working alongside me across different initiatives. In collaboration with my team, I oversee Spotify’s design work for brand and marketing globally. What is your role within the Spotify Brand & Creative team? How does your work throughout the year transition into Wrapped? He shared the considerations he and his team put into Wrapped year after year-and what’s special about the creative for 2021. To get the scoop, For the Record spoke with Spotify’s Global Head of Brand Design Rasmus Wangelin. Many months ahead of Wrapped’s December launch, Spotify’s Brand & Creative team comes together to refresh Wrapped as a true campaign and experience that reflects on the year with its own unique look and feel. But do you know what goes into Wrapped’s unique visual identity each year? You snicker when you see the ads during your commute. Spotify Wrapped: You eagerly anticipate its arrival.
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