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A modular visual identity giving every
Apple Music station its own voice

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Visual Identity
Visual Systems
Graphic Design
Typography
Illustration

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Role:
Creative Director
Concept Development

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For the launch of Apple Music, we developed a modular visual system designed to give the platform a bold, distinctive presence while allowing each station to express its own musical personality. Working with Apple, we combined bespoke typography, graphic elements, color palettes, and illustration to create a dynamic visual language that could evolve with the platform. Each station became its own visual world while remaining connected through a unified Apple Music identity.

The challenge was to establish Apple Music as a bold destination for music discovery while creating a visual system that could evolve as new stations and content were introduced.

We approached this by creating a flexible visual language that combined typography, graphic design, and illustration to express the unique personality of each station while maintaining a cohesive brand identity.

The result was a modular system in which each station had its own distinct aesthetic, with bespoke visual elements reflecting its musical identity. Designed to scale, the system allowed Apple Music to easily extend the visual language as new stations and content were introduced.

The visual system established a recognizable identity for Apple Music at launch, differentiating each station while reinforcing a cohesive brand experience across the platform and providing a flexible framework for future growth.

Concept development

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