As a personal project, I developed a visual key concept for the Spotify Wrapped 2025 campaign that intends to showcase the emotional connection between listeners and their year in music — translating data and sound into a vibrant visual language. The concept explores how colors, shapes, and motion can reflect personal identity and musical taste, creating an energetic and playful system adaptable across digital and social platforms.

Tonality

Nostalgic yet futuristic — a “Year in Color” experience that feels personal, emotional, and celebratory. Blends the vibe of reflection with youthful energy, using expressive motion, bold typography, and rhythm-inspired visuals to turn each listener’s data into a unique artistic story.
Keywords: Reflective, Playful, Bold, Personalized, Musical, Vibrant.

Target Market

Music lovers aged 16–35, digital natives who express identity through playlists and stories. Active on Instagram, TikTok, and Spotify mobile, they value authenticity, creativity, and visual storytelling that mirrors their lifestyle and mood.

Sub-Theme Slogan For Audience

• Your Year, Your Soundtrack

• Play It Back in Color

• See What You Sound Like

Objectives

1. Brand Awareness & Emotional Connection
   Strengthen Spotify’s cultural presence by merging music and visual identity — highlighting how Wrapped captures each user’s unique story.

2. Engagement & Shareability
   Encourage massive social sharing through interactive visuals, motion clips, and dynamic layouts optimized for social media platforms.

3. Conversion & Retention
   Drive app engagement, new downloads, and renewed user loyalty through a highly visual, emotionally resonant annual campaign experience.