I created the brand identity and visual system for MTV's weekly playlists, giving the series a distinct look while building a flexible system that could scale across artists, releases, and platforms while keeping the series cohesive.
MTV wanted to launch a new series of weekly playlists across Apple Music, Spotify, and SoundCloud. Each playlist needed to feel unique to its artist and genre while still feeling like part of the same MTV series.
With new artists and playlists being introduced every week, the artwork also needed to be quick and efficient to produce without feeling repetitive or disconnected from the overall identity.
I looked at how the artwork would live across music and social platforms, identifying what needed to stay consistent and where each release could have its own personality.
That informed a flexible set of visual elements that could be mixed and matched across artists and releases.
I developed the art direction and visual system using artist photography, custom illustration, typography, and MTV's visual language.
The result was a cohesive identity that could quickly adapt to new artists and releases across platforms, while giving each playlist its own character.
The core of the series was built around three weekly playlists: MTV Jams, Fresh Favs, and Radar. Alongside those, the system extended to one-off playlists like MTV News and Staff Picks, as well as special editions tied to moments like the Grammys.
