SPOTIFY PREMIUM BRANDING
Spotify Premium launched new KPIs and consumer offerings, prompting the strategic decision to explore Spotify Premium as a distinct sub-brand.
This involved creating a new logo for Premium and developing brand guidelines and a playbook to differentiate Spotify's most valuable business segment from the Free Tier.
I collaborated closely with our internal Strategy VP, and Wolf Olins to position the brand. After which I led our internal Spotify team in developing and pressure-testing the new look and feel. One that retained the equity of the Masterbrand (Free Tier), while differentiating it as a subbrand.
Role: Global Design Director
