Spotify: Your Time Capsule

Grow, 2017

The Ask:
Brand a new personalized playlist that predicts your music taste from high school based on what you listen to now.

The Solution:
We developed branding for the playlist that matched the conceptual idea and built off the insight that these playlists take listeners back in time. Everything from the name to the promo videos emphasized memories of the past — some fond and some embarrassing.

The Branding

We created a landing page for the playlist that featured the new name, description, and mesmerizing visual identity.

The Email

We spread the word to existing Spotify users with a delightfully simple email that teased out some of the throwback artists featured on their playlist.

The Social Video

We also created a few super-short social videos to help spread the word to non-Spotify users (and people who just don’t check their email).

The Reception

After our initial push with minimal paid media, listeners happily spread the word for us. What's even cooler? People are STILL discovering and loving their playlists. 

Here are a few of my favorite tweets. 

My Role:
As lead copywriter on the project, I was in charge of naming, describing, and promoting the playlist through various channels. I worked closely with Spotify’s strategy and Grow’s creative team to ensure the branding captured the vision and matched the visual identity.