For our first project, we were to create a brand audit on a music site of our choice. I decided to choose Spotify as my brand, for I have been an avid user and fan of the service since I was a freshman in high school. After conducting a brand audit for Spotify, I have learned much about the branding process and what embodies a brand, as a whole.
I first started the project by collecting as much data as I could about the brand of Spotify. I explored the in browser application, and desktop application. I took screenshots of all the different modules, colors, texts, interactions, etc. and I also studied how Spotify's UI/UX responded with the user. I was able to find a Spotify logo PDF, by Spotify itself, which really analyzes the Brand's logo and also features insight of what partners can and cannot do with the brand, which was very helpful in my research.
In regards to atomic design, I was able to see Spotify's different layers of design, starting from the atoms all the way to molecules.
As seen above, there is a search bar and a back, forward button selection, which is from Spotify's desktop application. The atoms of the brand consist of the individual buttons and features, such as the input bar, seen above. These atoms come together to form molecules and organisms, such as the control center, seen below.
All of these elements come together to form the pages of Spotify, which is the whole application, itself.
For my project's deliverable, I decided to create a multi-paged, infographic PDF which holds all my research
and includes my insight paragraphs regarding the users, external branding, and the essence of the brand, itself.
To incorporate my own graphic design and skill, I created a Spotify flat icon UI, as seen on the first page of the PDF, and I also used my typography aesthetic/style to create this multi-page infographic. After completing the project, I have gained much insight and knowledge regarding Spotify's brand experience, what it means to be a brand, and what the brand holds and for whom.
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