Ian PawelecIP

Ultimate Fresh Playlist

Ultimate Fresh - Concept / Digital Strategy / Branding

CHALLENGE

Develop brand and digital strategy for a curated streaming playlist service.

Role

Creative Director

Brand

Harkening the zine & mixtape era

The brand references popular culture of the 80s and 90s to spark nostalgia and add a sense of tangibility to each weekly release. An atmospheric collage technique is employed throughout to reference artists featured in each playlist.

Strategy

Playing wherever they're listening

Streaming natively on both Apple Music and Spotify, playlists are an easy addition to  listeners' music rituals, while a standalone site provides in-depth info as well as a comprehensive archive.

Results

Cult following

By maximizing shareability across platforms and pairing each release with unique standout artwork, Ultimate Fresh garnered a dedicated following of music addicts.

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