For three consecutive years, Spotify created a standout brand activation at SXSW in Austin, the world’s largest and most influential music and interactive festival.

The 2015 activation aimed to cut through the noise in a more meaningful way, connecting deeply with both artists and audiences, while also showcasing Spotify’s brand new visual identity for the first time.

As Lead comms designer, I was responsible for the concept and visual direction – spanning the physical venue, digital touchpoints, merchandise, and partner co-branding. The result was The Spotify House, a seven-day mini-festival featuring over 40 live performances and 70 hours of programming.

With more than 30,000 visitors and a 3–5x increase in engagement compared to the previous year, Spotify House became the second most talked-about event at SXSW 2015 (AdWeek), with 97% of attendees describing it as a unique festival experience.