Spotify • Side A/B

Nobody is one playlist.

The challenge was to build the visual identity for a global Spotify event — and a concept strong enough to hold it up. Music is freedom: listen to what you want, where and how you want. But music is also belonging, and nobody lives on one artist. You can be a Beyoncé fan and also listen to David Bowie, have Thriller as your favourite song and still scream along to Nirvana. That became Side A/B: the cassette tape, with its two sides, as a symbol that everyone carries more than one taste.

The tapes

Each artist got a tape of its own, generated with AI: translucent plastic, a handwritten label, stickers and each record's artwork. The pairs of lines link one fan to another.

The tape alone, the flip and the split

Three ways to apply the system: the tape as the hero, alone on the piece; the flip, where Side A and Side B are two faces of the same material; and the split, which divides the space in half.

At the event

At the festival, Side A/B shows up on the big screen, the panels, the hoodie, the pin and the tote. And at a stand, everyone builds and customises their own tape.