SPOTIFY PREMIUM BRANDING
Spotify Premium launched new KPIs and offerings, sparking a strategic move to establish it as a distinct sub-brand.
I partnered with our Strategy VP and Wolff Olins to position Premium, creating a new logo, brand guidelines, and a playbook to differentiate it from the Free Tier while preserving Masterbrand equity.
I then co-led Spotify's internal team to refine and pressure-test the new identity, ensuring it resonated as a premium yet cohesive extension of the brand.
Role: Global Design Director
