Client: Spotify
Project: Brand Identity, Campaign
Collaborators: Pete Georgiou, Lizzie Wood, Tim Brown, Gerad Petherbridge
Role: Group Creative Director, Brand – Enigma

Dance is about more than listening. It’s about the physical and emotional feelings and memories associated with these EDM experiences. Freedom, escape, release, community, rebellion, self-expression, energy, pure happiness. The feelings are intense and unable to be matched by other music genres. The rhythms and beats of dance music are literally designed to synchronize and align with our physiological and neurological functions.

Only Spotify knows exactly how to move you (Physically and Emotionally). People who who live, breath, sleep EDM. It’s intrinsic to their lifestyle. A personality trait. Listen on the daily. Studying, to fall asleep, to hype up on the way to work, walking the dog, in the bath, transcending.

We set out to create an identity that shows what happens in our brains while we dance. We achieved this through a set of dynamic motion graphics that move the identity elements with the music.

There are four chemicals that flood our brains while we cut shapes. 
Dopamine. Oxytocin. Serotonin. Endorphins.