Problem: Apple Music launched with hundreds of amazing curated playlists, but with no visual hierarchy to help navigation. We were tasked with providing a scalable system for an art direction to unify across diverse genres and make it easy to navigate playlists by music style.
Solution: We deeply explored cultural and visual trends and across genres as well as a vast array of visual and design treatments, in collaboration with Apple’s team. The final result was a matrix of musical genres with cultural cues, and a system for application by photography, illustration, and CGI, that could distill notions of genre and curation and maintain Apple consistency.
Results: The work became part of the Apple Music DNA and remains a core part of the product.
Creative Lead. Agency: Kettle.