Genre Rebrand, Global
Amazon Music's Global Hip-Hop, R&B, and Afrobeats Franchise
Team Credits
creative director:
art director:
producer:
The Brief
As part of Amazon’s broader brand refresh, Rotation needed to evolve from a playlist into a recognizable cultural franchise without losing the credibility that made it resonate with fans. The challenge was to create a bold, dynamic visual identity that could live within the Amazon Music ecosystem while standing on its own with cultural equity.
The goal was not just to redesign Rotation, but to build a scalable design system rooted in Black culture and music history, one that tells stories, ignites fandom, and brings artists and fans closer together. The result is a flexible brand system that elevates Rotation today and serves as a blueprint for future playlist-led content franchises across Amazon Music.
The Ephemeral Ticket
A visual system inspired by the tangible artifacts of fandom. The ticket stub you keep forever. The posters you pass every day on your commute. Bold typography, tactile textures, and a structured yet gritty aesthetic ground the work in a street-level energy, capturing the raw essence of what it means to be a true fan
Guiding Tenants
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Culturally Rooted
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Fan-Obsessed
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Artist-First
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Consistent Yet Flexible
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Accessible and Hospitable
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Bold and reactive
Color Theory
A dual-tone system complements melanin-rich tones by pairing neutrals
with bold, high-contrast accents, creating flexibility while maintaining strong attribution
Each color duo contains a day and night mode. Vibrant, high-energy hues represent rap, amplifying the genre’s dynamic sounds while darker, richer shades enhance R&B’s melodic tones
Cutting Room Floor
Not everything makes the final cut, but the depth of exploration behind this brand produced many directions we were proud of.
These concepts represent alternative paths that shaped the final system