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katnisshawkeye · 2 years

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#2022SpotifyWrapped

It’s one of the most waited appointment of the year, and also this year Spotify released it’s #2022SpotifyWrapped, which is a global marketing campaign that, since 2016, allows users to visualize their “Year In Music” on Spotify Platform.

The first time @spotify thought of making a leap into the past to its users was back in 2013, when the marketing ideated a webpage called “Year In Review”.

However, the #SpotifyWrapped creates both a sense of community and belonging and a sense of sharing, comparison and competition analyzing the data visualization of each platform user, giving the results with a winning and pop graphic.

Spotify’s design director Bruno Borges, Spotify’s global head of design and their team worked on a user-centric campaign from months ago to have a final outcome of the data visualization that seems simple and easy.

Monograms, which are the real heart of the campaign of this year, was designed within a 16-by-16 grid to make them feel cohesive, even though they each incorporate distinct layer combinations. The goal the team was looking forward to achieve was to work everywhere in the world and in every size, so they studied shapes and to make a visual reference to the diversity and variety in people’s listening habits. This allowed them to arrive to 48 combinations of shapes and colors to make original articulations so that none would feel the same, even if coming from the same place.

Central in this year wrapped was the motion design as well. The goal the team wanted to achieve was to make the designs dynamic and full of life, so they worked together with the New York-based production studio Hornet. Each monogram has so a personality and a behavior different from one another, telling that we’re all unique and special.

Once the identity was build and tested countless times, the creative toolkit was spread around Spotify’s global teams agencies, and only when the ideas for billboards around the world are perfect it comes the fun part of the campaign: seeing it go live.

The graphics used for the #SpotifyWrapped, so captivating, contemporary and pop, are so visually impactful that they are even used by other online communities to convey their messages. This does nothing but increase the popularity of Spotify and, especially, of the long-awaited Wrapped.

The power of Spotify Wrapped is so big that even other important music streaming platforms started to create their “wrapped”: Apple Music called it “Replay”, and the graphics are simple and minimal as the brand is.

Useful links:

How Spotify’s Wrapped campaign for 2022 came together

Marketing Espresso: Spotify Wrapped

Lorenzo Ferrari thanks about Spotify Wrapped 2022

will_ita: Spotify Wrapped used to convey a message

Federazione Italiana Nuoto: 2022 “playlist”

Cose Brutte Impaginate Belle: “Uncomfortbleness Wrapped”

If this article was useful, stay updated by following me on Instagram, on Facebook, and on LinkedIn! And, have a look to my portfolio too!

Are you curious to see my “Spotify Magazine”? Here it is! I’ve only listened 6,821 minutes on Spotify, but it still 65% more than other listeners in Italy.

I’ve also listened 1,412 minutes of music on Apple Music, and this is my Music Replay:

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katnisshawkeye · 2 years

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👧🏽 I was younger then, take me back to when I […] can’t wait to go home — @teddysphotos 🍇 It’s fun to go back to the places I’ve stayed well, and I’m happy to see this one didn’t changed at all. ⏰ The amount of time that passed between my two visits here it’s 5 years, and so many things happened and changed in this period. 📷 Lumix DMC-FZ200 / DC-G90 🗓 August 22, 2017 / July 25, 2022 📍 Verezzi, Borgio Verezzi (SV)

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katnisshawkeye · 2 years

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Drawing makes better Designers

Drawing with pencil on paper helps everyone to open their mind and to put into shapes what they see in the world.

A graphic designer is not an artist, and illustration might not be in hir chords, but hir need to practice hir drawing skills day per day to explore the world as well.

So, the first phase of this work was just taking a week to sketch down seven different animals.

Then, I chose one of the animals I studied, and I created a logo. This second phase of the projects helped me to summarize a complex figure in a simple non-trivial one, and I made some sketches on what my hypotetical logo might look like.

A good logo design, in fact, is not characterized by its complexity, but by its simplicity, capable to be immediately recognizable.

Finally, I studied how to make the logo, and the ways the logo must appear.

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