APPLE MUSIC
Agency: Kettle | Role: Art Direction & Visual Design
Our objective was to rebrand the packaging for Apple Music’s album covers and playlists for 40 top-level genres and close to 400 sub-genres. The challenge was to make a visual system that was more genre specific, while being scalable and without using typography.
We surveyed art across Apple Music’s greater library and identified 2-3 trends per genre. Each trend inspired a single design approach, which later came together as a very diverse overview of visuals connected to the genre. After photography suggestions we explored iconography systems for the playlists.
Next we created a variety of shape/mark explorations around the A shape and for workout playlists.
A strategic design system was created to see how the design and art direction would scale as new playlists, countries, and genres were added to Apple Music’s library. These treatments would then inform the design for future categories.
