TenTrack, a fresh take on Spotify’s annual Wrapped event, organizes users’ music streaming data into a tangible, designed package. Users connect their streaming platform to a data extraction service, like Last.fm, and the rest is left to TenTrack. After the third-party service generates users’ top ten songs—including their respective artists, durations, and play counts—top genre, and top artist of the month, TenTrack designs a CD package unique to each user’s listening history.
Before I concocted a brand identity, I had to decide which months to showcase, what would best represent the brand. I ultimately opt to design four months (January–April) and soon after, I begin experimenting: I discern each month via a discriminable type, color, and/or image treatment. Not every idea is successful, but the designs that don’t come to fruition always lead me somewhere new.
I settle on three final brand names and logotype designs. TenTrack, however, edges out the others. Not only is it the most verbally concise of the three, but it says exactly what it means: ten tracks are listed each month—straight to the point. I accordingly design a stamp with an edition number to expand the brand identity, a mailing embellishment that incorporates the current month and year locked in with the logotype.
Although each month utilizes a display typeface unique to its design, two primary elements unite the quartet: the content and the body fonts. All content, no matter the month, must cover the required categories, most of which—including the category titles, play counts, song titles, artists, and durations—are rendered in BDR Mono 2006 Regular, a monotype that recalls early 2000s digital-era technology. On the other hand, users’ personalized messages and most listened-to artists are decorated with the Freight font family, an elegant serif typeface that contributes, perhaps, an ironic touch of timelessness to an outdated form of physical media.
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