Rasmus Wängelin: Spotify – Global campaigns with local nuance (+ the story of Spotify Wrapped)
12/01/21 • 47 min
1 Listener
Highlights from the conversation
- I think Wrapped is a magical project because it's one of the only marketing projects where you have millions of people sharing their own experience of the year through the share card
- Start with guiding principles – What does your brand stand for? What are you trying to do? How does that come to life?
- That's part of the magic of Wrapped – you release it to the world and then it just kind of takes its own life.
- We have this lens where we don't really talk about Spotify. We don't say ‘we're great, we have millions of songs’. We tell stories, and majority of the stories we tell are through the lens of what's happening
- The brand is always, in one way or another, echoing the sentiment of the company and its founders
- Simple, graphic, colorful became three fundamentally important words that we could apply to all of the design work we were doing
More about Rasmus Wängelin
Originally from Sweden, Rasmus is a New York based designer & director currently working as Global Head of Brand Design at Spotify. In his role at Spotify, Rasmus leads a team of designers, art directors and design directors to spearhead Spotify’s brand and marketing design-initiatives globally. Since joining in 2016, the Spotify in-house team has been recognized as “In-house agency of the year” 4 times — 18’(Ad-Age) & 19’ 20’ 21’(ADC).
Prior to Spotify Rasmus spent 8 years at R/GA leading design-teams across clients like Nike, Samsung and Google.
His work has been globally recognized and awarded by Cannes Lions, One Show, Art Directors Club, D&AD and more. Rasmus has taught classes at Hyper-Island, School of Visual Arts, Columbia University and was a design jury for 2018 The One Show.
Find Rasmus here:
Website | LinkedIn | Instagram
Show Notes
People:
Companies and organisations:
Miscellaneous:
How you can help:
There are four ways you can help us out.
- Give us your thoughts. Rate the podcast and leave a comment.
- Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)
- Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) of
- Tell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.
One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.
One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.
Hosted by our founder Ross Drakes.
Subscribe iTunes, Spotify, Stitcher, Google Podcasts
Music by: @dcuttermusic / http://www.davidcuttermusic.com
To listen to previous episodes go to https://nwrk.co/omq.
If you enjoyed this episode, please leave a review and share it with your friends.
Highlights from the conversation
- I think Wrapped is a magical project because it's one of the only marketing projects where you have millions of people sharing their own experience of the year through the share card
- Start with guiding principles – What does your brand stand for? What are you trying to do? How does that come to life?
- That's part of the magic of Wrapped – you release it to the world and then it just kind of takes its own life.
- We have this lens where we don't really talk about Spotify. We don't say ‘we're great, we have millions of songs’. We tell stories, and majority of the stories we tell are through the lens of what's happening
- The brand is always, in one way or another, echoing the sentiment of the company and its founders
- Simple, graphic, colorful became three fundamentally important words that we could apply to all of the design work we were doing
More about Rasmus Wängelin
Originally from Sweden, Rasmus is a New York based designer & director currently working as Global Head of Brand Design at Spotify. In his role at Spotify, Rasmus leads a team of designers, art directors and design directors to spearhead Spotify’s brand and marketing design-initiatives globally. Since joining in 2016, the Spotify in-house team has been recognized as “In-house agency of the year” 4 times — 18’(Ad-Age) & 19’ 20’ 21’(ADC).
Prior to Spotify Rasmus spent 8 years at R/GA leading design-teams across clients like Nike, Samsung and Google.
His work has been globally recognized and awarded by Cannes Lions, One Show, Art Directors Club, D&AD and more. Rasmus has taught classes at Hyper-Island, School of Visual Arts, Columbia University and was a design jury for 2018 The One Show.
Find Rasmus here:
Website | LinkedIn | Instagram
Show Notes
People:
Companies and organisations:
Miscellaneous:
How you can help:
There are four ways you can help us out.
- Give us your thoughts. Rate the podcast and leave a comment.
- Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)
- Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) of
- Tell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.
One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.
One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.
Hosted by our founder Ross Drakes.
Subscribe iTunes, Spotify, Stitcher, Google Podcasts
Music by: @dcuttermusic / http://www.davidcuttermusic.com
To listen to previous episodes go to https://nwrk.co/omq.
If you enjoyed this episode, please leave a review and share it with your friends.
Previous Episode
Stuart Watson: The Premier League rebrand + what's wrong with the design industry
Highlights from the conversation:
- Then you become a trusted advisor or partner who has got their back rather than a gun for hire
- When we, as an industry, get it right we add unbelievable value to the bottom line of a business
- I definitely think there's gotta be a smarter way to be compensated for the work that we do
- But the minute something's asked for free, then they have all the power and we’re subservient to them. It's not healthy
- I don't think anyone feels that pitching is valid or valuable or adds anything
- Great work, in my opinion, comes from trust. And that trust comes from relationships
More about Stuart Watson
Stuart Watson is a graphic designer based in London. He started his career as the first junior designer ever hired by Wolff Olins. Whilst there he co-created the brand for ‘Oi’ – Brazil’s fastest ever start-up to reach one million customers, winning a Guinness World Record and Grand-Prix at The DBA Awards. In 2003 he left to join venturethree where he became a Partner aged 27 and went on to create brands for Sky, The Times, Little Chef, and King; who's IPO valued them at US$7.08 billion. In 2015, Stuart joined Design Studio as ECD, winning the pitch to rebrand Premier League. A year later, fed up with being an employee, Stuart quit, finding himself unemployed and unemployable. He started Nomad with Terry Stephens in 2016 with a maxed-out Amex card as funding. Their first project was the rebrand of Sky Sports, followed by The FA Women’s Super League, a refresh of the Premier League, and the 2018 Cannes Lions event branding.
Nomad now has a roster of Mass Fantastic clients including Premier League, Disney, BT, Sky, The FA, Natural History Museum and Rolls Royce. We are also proud sponsors of Hackney Laces, a community supported and run football club for girls who want to play football and learn new skills, on and off the pitch.
Stuart has had articles published in Fast Company, Muse by Clio, Campaign Magazine, Tortoise, Design Week, and Creative Review, and has been a D&AD judge, and Chair of AGDA, Australia in 2015. He's also a visiting lecturer at Nottingham Trent University. His awards include: Transform Awards Gold, 2019 – The FA Women's Football D&AD In Book, 2012 – Little Chef Creative Review, Best in Book, 2012 – Little Chef Brand New Awards, 2012 – Little Chef Transform Awards Gold, 2012 – Little Chef Transform Awards Silver, 2012 – Little Chef D&AD Silver, 2010 – The Times D&AD in Book, 2006 – Sky DBA Grand Prix, 2003 – Oi Guinness World Records, 2003 - Oi
Find Stuart here: Website | LinkedIn | Instagram
Show Notes
People:
Companies and organisations:
How can you help?
There are four ways you can help us out.
- Give us your thoughts. Rate the podcast and leave a comment.
- Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)
- Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) of
- Tell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.
One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.
One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.
Hosted by our founder Ross Drakes.
Subscribe iTunes, Spotify, Stitcher, Google Podcasts
Music by: @dcutt...
Next Episode
Liza Enebeis: How Studio Dumbar creates brands that are Pure, Simple, + Powerful
Highlights from the conversation
- One thing with simplicity is to not confuse it with minimalism. Simplicity is about focus and really defining your purpose
- If you don't come together as a collective, sometimes you'll never be seen
- Purity is really important. It's where we try to get to the essence of a brand
- Great design doesn't mean good results. It's really the power of everyone together
- Motion really brings the work to life
- Even then the smallest move can really define the personality of a brand
More about Liza
Liza is Partner and Creative Director at Studio Dumbar.
Studio Dumbar (part of Dept) is an award-winning international agency with a Dutch heritage, specialising in visual branding and motion. Liza is directly involved with all main projects such as the visual identity for Amsterdam Sinfonietta, Mauritshuis, the Royal Picture Gallery, the brand refresh of the van Gogh Museum, and she is a co-initiator of Demo - Design in Motion Festival.
She is an MA Design graduate from the Royal College of Art, London. Before joining Studio Dumbar she worked for Pentagram London for several years.
Liza is a co-founder and the host of Typeradio.org, the podcast station on type and design. In 2018, she was elected as a member of the prestigious design association, AGI – Alliance Graphique Internationale. And in 2021 she became a member of the Board of D&AD – the Design and Advertising Association in the UK.
Find Liza here: LinkedIn | Instagram | Website
Show notes
People:
Miscellaneous:
How you can help
There are four ways you can help us out.
- Give us your thoughts. Rate the podcast and leave a comment.
- Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)
- Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) of
- Tell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.
One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.
One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.
Hosted by our founder Ross Drakes.
Subscribe iTunes, Spotify, Stitcher, Google Podcasts
Music by: @dcuttermusic / http://www.davidcuttermusic.com
To listen to previous episodes go to https://nwrk.co/omq.
If you enjoyed this episode, please leave a review and share it with your friends.
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