A new identity for Spotify’s Global Production team
Every year Spotify’s GECP team—Global Experiential and Content Production—create events across the globe from podcast launches and Spotify Supper nights to widely recognised festivals and parties at Super Bowl and Cannes Lions.
We worked with the GECP team to define and build their internal graphic identity and help them present themselves amongst a global network of Spotify teams. Our aim was to make their work instantly recognisable at the global executive level.
Client
Spotify (GECP Team)
Scope
Brand Identity
Digital & Print Design
Templates & Toolkits
Amplifying Spotify’s stage presence
The megaphone was chosen as a symbol of amplification, projection, focus and direction—attributes synonymous with GECP’s role in broadcasting Spotify’s presence.
A burst of energy
Lightning symbolises the excitement and electricity you get at a midnight beach party. It also symbolises speed, efficiency and dynamism; characteristics of the GECP team and how they work.
Night and day
GECP events occur from day to night, transitioning from industry talks over lunch to A-list concerts after dark. To emphasise this we created two distinct colour palettes to help make their work feel evocative and alive.
Fun and flair
To create a fun and flexible way for the team to express themselves we developed a suite of playful, bubbly illustrations depicting common objects and themes found in the GECP world.
“Major Keys really get under the skin of a brand personality to understand where they can flex the visual language and be a bit more experimental and playful. They have allowed us to add more polish to our work and how we show up both with internal and external teams, in a fun, exciting and visually compelling way.”
Alice Smith
Senior Global Manager, Experiential Production
Spotify