While the visual and motion identity evolve each year, 2024 Wrapped is about reflecting culture in motion. Designed to resonate with the cultural trends of each year, the motion identity makes Wrapped feel like a “living reflection” of music and social landscapes today. This dynamic, flexible motion style mirrors both global and individual cultural moments for each user—recognizing that there’s no single version of culture or music.
Scaling a motion identity globally isn’t just about creative freedom—It’s about building a system that balances consistency with flexibility, allowing for both local adaptations and continuity across every touchpoint.
For 2024 Wrapped’s global motion identity, we worked closely with Spotify’s internal creative team to ensure the design toolkit we developed not only empowered local teams to adapt the identity for their unique audiences, but also stayed true to the core of Spotify’s brand and product experience.
With structured, clear guidelines that allow local teams to apply the motion identity across various channels—whether in social, product, or campaigns—these guidelines were comprehensive enough to maintain continuity, yet flexible enough to give regional teams the creative freedom to connect with their audiences.
We need systems that empower local expression without losing sight of the brand’s core identity or product needs and requirements.