Leading the evolution of the visual system across Playlists and Original Content, I transformed a fragmented, startup-era identity into a cohesive, scalable brand ecosystem. What began as a refinement of in-app identities expanded into a unified system spanning digital touchpoints, out-of-home, and experiential. The result was a more intuitive user experience, stronger brand recognition, and a visual language that elevated the platform into a more mature, globally resonant brand.