Spotify Made in Colombia

Colombian music has always been a tapestry of rich rhythms and vibrant traditions, from the soulful cumbia to the bold reggaeton beats of Medellín. Over the years, what once defined local celebrations has transformed into a global movement. Artists like Feid, KAROL G, and J Balvin now fill arenas worldwide, proving that Colombia’s sound is as universal as it is unique.‍

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We were tasked with giving Spotify’s Made in Colombia playlist the identity it deserves—one that not only celebrates this evolution but amplifies it. The goal was to create a visual story as dynamic as Colombia’s rhythms and as global as their reach.‍

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The design takes its cues from the essence of Colombian music: movement, diversity, and vibrancy. Organic shapes ripple outward, symbolizing the global influence of local rhythms. A rich, tropical palette captures the bold, eclectic energy of Colombian culture, while the fluidity and vibrancy reflect the dynamism of a playlist that bridges genres and generations.‍

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This wasn’t just about aesthetics—it was about resonance. Made in Colombia is now a visual celebration of a cultural powerhouse, inviting audiences everywhere to feel the pulse of Colombian music.‍

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Through our process, we ensured every detail of the design was culturally relevant and strategically aligned with the local team’s vision. By immersing ourselves in Colombia’s musical heritage and through collaborating with the local Spotify team, we translated its spirit into a design that aims to feel authentic to its roots while projecting its energy globally.‍

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With its new identity, Made in Colombia is no longer just a playlist—it’s a celebration of Colombian artistry and a testament to the power of music to unite cultures. The visual identity has been used at events in Bogotá, in outdoor marketing campaigns in the U.S., and locally in Colombia. It was also featured prominently across Spotify Colombia’s social media channels.‍

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For us, this was a chance to amplify a culture and craft a visual story that ensures Colombian music continues to inspire the world.