Unveiling Spotify Wrapped: From Design Team to Data Insights

The Spotify design team created a fluid and free-flowing visual identity for this year's Wrapped campaign, inspired by the chaotic nature of how people consume culture in 2023. The design reflects the blending of online and offline life, nostalgia for the early internet, and the expressiveness of pixelated shapes. The team explored various options before settling on a concept that could scale globally. They created a cohesive global toolkit to stress test the design and ensure it worked in different languages and formats. The challenge was to create a system that felt fluid and organic while being systematized and functional. The resulting design has no grid or rules, allowing the colors and shapes to come together naturally.