As Spotify Premium begins new business initiatives and consumer offerings, it was and is important to begin to set the sub-brand apart from Spotify, yet still retain Spotify's visual equity. We began by creating a new logo for Premium, then moved forward with visual guidelines that begin to differentiate Spotify's most equitable segment of the business from the Free Tier. 

I worked closely with our strategy team to figure out the positioning before we moved into the look & feel.

Role: Creative/Design Director - Lead