Spotify was launching the first Moroccan rap playlist and needed a bold campaign to match. I led the branding, creating a distinctive wordmark and platform guidelines. Our assets included in-app visuals, house ads, emails, and social media content, both sponsored and always-on.

To build hype, we went all out on OOH, from billboards, teaser and reveal prints, digital media and streetcar wraps were all crafted to celebrate a new ERA of Moroccan rap, Abatera.