Apple Music launched with hundreds of amazing curated playlists, but with no visual hierarchy or connection to musical genres to help navigation. We were tasked with providing a scalable system for an art direction that could unify across diverse genres and make it easy to navigate playlists intuitively by music style. With guidance from Apple’s internal leadership, we explored and distilled cultural and visual trends and across genres. In parallel, we explored an array of treatments, from simplified iconography and graphic filters to pure CGI. Our proposal to distill the personality of each genre through a unified, narrative CGI treatment was taken on as the the core of their current system. The work became part of the DNA of the ever-evolving Apple Music product and has scaled across genres.
Creative Direction. Agency: Kettle.