Secret Genius is a global initiative launched by Spotify that highlight the contribution songwriters and producers make to the music industry and artists’ careers. This project will take the form of awards, songwriting camps called Songshops, studio sessions, curated playlists, podcasts and more.
We were briefed to create a visual refresh for the Secret Genius Awards. While keeping the core palette that was previously established, the new identity celebrates the sparks of genius that lead to breakthrough ideas, taking elements from the scribbles and half-thoughts that you’d find in songwriter notebooks or journals.
It’s in these handwritten musings that we can truly witness and appreciate the labor and emotion required in creating music. Juxtaposed against a clean, minimalistic visual environment, the bold design element beautifully and powerfully emphasizes the startling power of genius.
The new identity was applied to everything from the voting website to physical spaces of the award show. The system that I designed for the show has now also been applied to the Secret Genius brand as a whole, leading to new website designs, social media channels, out-of-home and digital marketing, fans-first events, merchandise, and more.
Secret Genius Awards
Brand and Studios
Project done with the team at Spotify — Andreas Lindahl (AD), James Aviaz (Copywriter), Angela Gonzalez (Brand Manager), Crown & Conquer (Production Agency), Daniel Oakley (Producer), and more.