Every year, Wrapped gives designers at Spotify the opportunity to evolve and explore our brand, and take it in new directions for the standout campaign moment. Image caption: Notice here that when the blur remains at 80%, the smaller gradients are less vibrant compared to the ones where we change the blur percentage!Ī huge part of what makes Wrapped scale so seamlessly is our use of encore components and styles. So, we tested some images, and created some rules. While our brand team could manually manipulate imagery, we had to create something automated for the mobile experience, that would pull in images of any user’s top artists. When you open Wrapped on your mobile device, you’re met with imagery of some of your top artists - reflected and in motion to create a kaleidoscope effect. Build-ability goes beyond time and resources and includes how we use our Encore design systems, as well as how designers pair with engineers. For us, scalability means making sure everything looks and feels good across every mobile device for every single Wrapped user.

In this story, you’ll learn about some ways product design translated important pieces of the 2020 Wrapped brand campaign to make them look and feel beautiful on Spotify mobile apps.Ī key part of working as a product designer on Wrapped is ensuring that the app experience for mobile not only aligns with the greater brand campaign - which is led by our Brand and Creative team year after year - but also successfully translates key visual elements so that they are scalable and buildable.

To bring this experience to life, many teams and functions within Spotify rally around the Wrapped campaign in order to deliver a delightful experience, year after year. Every December, millions of Spotify users around the world experience Spotify Wrapped, and reflect on their audio habits from the past year.

2020 spotify wrapped