The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Brand Identity / System
Annual ID
OS24_DE061M
About the Work
Every year, Spotify's in-house team is challenged to create a design system and art direction for not just a global marketing campaign but for what's today a massive cultural moment on the internet.
It needs to be visually and conceptually unique; unexpected but also a hard-working system shipped to 170 countries in the form of a marketing toolkit. It also has to be flexible and wrap the data of over 700 million Spotify users into a digital experience that takes the world by a storm, once it's released.
Reflecting on the cultural nuances of the year, Spotify Wrapped 2023 design approach was inspired by the convergence of our online and offline experiences. Infused with nostalgia and the expressive energy of the early internet, the design features pixelated shapes and whimsical animated elements layered in balanced chaos.
This free-flowing layered approach is an intersection of emotional artistry and functional design that was the key to ensuring the system allowed for adaptability and fine-tuning in both digital and physical surfaces.By ignoring grids and rigid visual rules, Spotify Wrapped captured the cultural chaos of 2023 and gave its users the receipts of reality in a way only Spotify could.
It needs to be visually and conceptually unique; unexpected but also a hard-working system shipped to 170 countries in the form of a marketing toolkit. It also has to be flexible and wrap the data of over 700 million Spotify users into a digital experience that takes the world by a storm, once it's released.
Reflecting on the cultural nuances of the year, Spotify Wrapped 2023 design approach was inspired by the convergence of our online and offline experiences. Infused with nostalgia and the expressive energy of the early internet, the design features pixelated shapes and whimsical animated elements layered in balanced chaos.
This free-flowing layered approach is an intersection of emotional artistry and functional design that was the key to ensuring the system allowed for adaptability and fine-tuning in both digital and physical surfaces.By ignoring grids and rigid visual rules, Spotify Wrapped captured the cultural chaos of 2023 and gave its users the receipts of reality in a way only Spotify could.
2024 Awards
Total Points: 3
Merit
Credits
Brand-Side / In-House Agency
Spotify In-House / New York
Media Agency
UM Worldwide
Production Company
Active Theory / New York City
Hornet / New York City
LFR Productions / New York
Somesuch / London
Story: We Produce / Mexico City
Music / Sound Production Company
Skillbard / New York City
Swell Music & Sound
Post Production Company
Union Editorial
Associate Creative Director
Nate Mayer
Ronald Lam
Colette Mcintyre
Elise Harven
Chris Monk
Greg Edwards
Chelsea Alburger
Creative Director
Lucas Tristão
Angelo Maia
Jacqueline Moran
Global Chief Design Officer
Rasmus Wangelin
Global Chief Marketing Officer
Taj Alavi
Illustrator
Sean Struble
Ariel Davis
Motion Designer
Garner Dumas
Product Designer
Aaron Harmon
Alex Goree
Ashley Moody
Christina Shi
Flo Wen
Heiko Winter
Jesse Mann
Karl Humphreys
Kate Jung
Kevin Hutchinson
Myles Robinette
Steph Sun
Tiffany Kim
Product Manager
Agnes Steinwall-Berman
Ceren Kerimoglu
Daniel Drayne
Darius Dziuk
Eva Drago
Hazel Chi
Jenny Purt
Justine Wang
Mady Villavicencio
Ny Vo
Simon Kuhbier
Programmer
Justin Bauman
Sara Ma
Brand Design Director
Bruno Borges
Mariola Bruszewska
Executive Producer, Global Creative Production
Gabija Blake
Global Executive Creative Director
Alex Bodman
Global Group Creative Director
Marie Ronn
Lauren Ferreira
Global Social Creative Director
Casey De Pont
Lead Illustrator
Chris Tucci
VFX Executive Producer
Rik Michul
Artist & Label Partnerships
Andy Sloan-Vincent
Eunu Song
Taryn Lacroix
Teal Kratky
Associate Director of Brand Strategy
Midori McSwain
Associate Director, Global Marketing
Rohit Gandhi
Associate Director, Global Marketing Experience
Louisa Ferguson
Consumer Business Development Lead
Daphne Mandell
Priscilla Chan
Sam Silberberg
Creator Marketing
Rob Fink
Samantha Ramirez
Director of Brand Strategy
Emma Wiseman
Director of Global Creative Production
Lauren Keller
Editorial Management & Proofreading
Word One / New York City
Engineering Lead
Anita Wang
Ashley Casey
Ben Cooper
Erika Perez Valle
Fred Wang
Glenn McDonald
Lekha Muraleedharan
Maria Candelas Arroyo
Nancy Naluz
Nisha Raman
Parker Patel
Peter Lai
Yoki Lam
Fan Monetization Marketing
Adam Kane
Global Brand Lead
Angela Leffell
Global Brand Manager
Nicole Roman
Global Brand Manager, Campaign Lead
Simone Jackson
Global Social Creative
Christine Whitney
Crystal Brewis
Gira Patel
Love Uffot
Tyler West
Head of Business Affairs, Global Creative Production
Lauren King
Illustration Elements / 3D
Steven Mertens
Insights & Data
Alaric Jewitt
Ben Tanen
Colette Kolenda
Elena Viganò
Emily Hough-Kovacs
Marcus Del Rio
Moa Bäck
Ryan Smith
Twasif Khan
Lead, Global Marketing Experience
Jess Carei
Legal & Licensing Council
Ali Zeren
Claudia Stauss
Kelly Basdavanos
Sarah Henderson
Manager, Global Marketing Experience
Janu Venkatramani
Music Expression Marketing
Sam Ramirez
OOH Design Production
Resize Guys
Owned Channels
Inge Maas
Jamie Sisca
Kara Goldsmith
Kendall White
Sue Liu
PR & Communications
Alex Pezzotti
CJ Stanley
Kimberly Letzler
Max Pepper
Naomi Barnett
Rachel Pomeranz
Product Lead
Ajay Kalia
Angela Hu
Anton Scheutz
Arjun Narayen
Axel Ulfson
Ebba Richnau
Emmy Perland
Jacob Masga
Maddie Cuddy
Mckennah Spagnola
Sam Sheridan
Sravya Alla
Production Coordinator, Global Creative Production
Genesis Flores
Program Lead
Matthew Rizzo
Re-recording Mixer
Elad Marish
Senior Director, Global Marketing
Matt Luhks
VFX & Finishing
Flawless Post
VFX Post Producer
Bill Reilly
VFX Post Supervisor
Renee Schwartz
VP, Global Brand
Alexandra Tanguay
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