Playlist identities
Client : Sony Music
NOW Music wanted to diversify their playlist catalogue with proprietary content produced in house by their content team.
We worked with the product & content team to define what success for these playlists meant. The main objective from the content team was for them to be able to create playlists around key themes identified through streaming data and personas of their users.
The data pointed to two playlist types, artist playlists and contextual playlists.
We created a visual identity for both. One of the requirements was that they needed to be quick to turn around allowing for rapid experimentation and evaluation.
A design template was created meaning any designer could contribute to expanding the catalogue.
Themed playlists where also needed to reduce the overhead of having designers create bespoke 3d artwork. With the simplifying of playlist artwork content creators were able to experiment with themes and pull data on listening habits before investing in expensive artwork.
