Leading up to every Friday at midnight, Spotify’s playlist editors curate the latest and most anticipated hits out there to headline the New Music Friday playlists – that you need to listen to, now. To accompany the relaunch of the playlist, we designed a visual identity that builds from the same concept of urgency. We needed to be bold, fresh and vibrant. We made our thickest font-weight thicker, faster and allowed it to be designed in a wide editorial palette. The marketing for New Music Friday truly happens in all channels, so we set off to create layouts that function well in OOH, social, artist-generated social, and on platform. We developed a simple motion language that works both as an intro animation and transitions between content. It’s supposed to give a quick glimpse of what you’re about to see, but most of all, set up the stage for what have just arrived. The playlist worth the wait.