I led the team at Kettle in this four month project to help Apple’s team strategize a navigation system for their playlists that would communicate genre and culture and provide a scalable roadmap for art direction.
Creative Direction for Kettle
We were asked to provide a better solution than this system based on geometric shapes and arbitrary colors:
Along the way we distilled diverse global genres and created visual navigational systems using iconography, CGI, photo treatments, and illustration.
We looked at concepts and strategies for how art direction could be systematized and still remain authentic to individual genres and music cultures.
The strategic thinking and creative work helped create the current Apple Music system.