ANGELINE TOH
Design & Art Direction. Currently at «RIOT GAMES».
«SPOTIFY» Kids
Kids love to explore sound. And they get their fix in lots of different places.
They’re listening to audiobooks on the morning ride to school. Showing off their dancing skills around the living room speakers. And searching out the latest online music videos by their favorite artists. There’s audio everywhere, and kids can’t get enough.
The thing is, all of these audio experiences were built with adults in mind. Which means they’re not easy for kids to navigate. They’re not much fun to use. And they aren’t always the safest spaces for impressionable young people.
A Playground of Sound made for the next generation of young listeners.
Safe. Personal. And tons of fun.
A series of avatars were created as friendly guides who help users navigate the experience. They are also used in marketing outside of the kids app.
Guidelines were created in consideration of Spotify’s family of products in order to help agencies are other teams create marketing material that stay true to the Kids brand.
An icon was developed to help parents instinctively recognize the kids app as a Spotify product.
Spotify Kids is a world bursting with sound, shape and color, where young listeners begin a lifelong love of music and audio.
The app lets children aged 3 - 12 explore their favorite sounds in an environment built just for them. It’s a safe zone that parents can trust and, most importantly for kids, it’s really really fun. None of that boring adult stuff.
A set of accessible colors were derived from the larger Spotify brand palette to work for the kids app.
3 color themes were implemented for a more playful and customizable experience for users.
A series of illustrations were created to help convey error-states to a younger audience.
Some early explorations of the avatars.
Associate Director, Premium Proposition Strategy: Sara Lerner
Creative Director: Marie Ronn
Design Director: Rasmus Wangelin
Design Lead: Angeline Toh
Sr. Editorial Art Director: Christina Le
Product Design Lead: Antonio Rezende
Copy Lead: Chris Monk
Brand Manager: Candice Greenburg, Melanie Eisen
Producer: Kenzie Tankersley
Production Partner: Radio