John Moeller

x_Apple Music: Playlist System_NDA


x_Apple Music: Playlist System_NDA

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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.