Apple Music launched with hundreds of amazing curated playlists, but with no design strategy for how to navigate them. What began as a project to provide an interim solution for iconography to better navigate musical sub-genres and playlist categories evolved into a larger assignment to create a roadmap matrix for their playlist taxonomy and a strategy for their playlist design system moving forward, with guidance from Apple’s internal leadership. The work integrated into the core of their current system and the DNA of the ever-evolving Apple Music product.
Creative Direction. Agency: Kettle