Visual Communication - Bachelors
'The Nation's Playlist’ is a Spotify campaign breaks down barriers of musical prejudice, encouraging openness and curiosity. It challenges people to go beyond familiar genres and embrace diverse sounds. By promoting Discovery, Expression, and Connection, the campaign fosters a more inclusive music community, free from judgment based on personal taste.
As someone deeply passionate about music, I’ve always seen it as a universal connector—a way for people to bond, whether they share similar tastes or not. However, I’ve noticed a growing trend where people openly mock or dismiss others for their musical preferences. Music should be about expression and connection, not division. Every genre has its own beauty, and while we don’t need to love them all, we should respect each other’s choices. Through this project, I want to show people that music diversity is something to appreciate, and that respecting different tastes helps create a more open and connected community!
How might we create a campaign that fosters open-mindedness and receptiveness toward music genres that are different from one’s own taste?
My logo for The Nation’s Playlist has a funky, hip feel that reflects the fresh and dynamic vibe of the project. I achieved this by blending two distinct fonts—one bold and modern, the other playful and retro—to give the design a unique character. For the branding colours, I chose vibrant shades of purple and magenta to create a lively and energetic look that stands out. Additionally, I incorporated a CD into the design.
The Listening Booth is an interactive installation designed to connect people through music. Placed in high-traffic areas with minimal signage to spark curiosity, visitors are prompted to share a meaningful song and its story. After submitting, they pick up a telephone receiver to listen to the previous participant’s song while reading their story on a screen. Each visitor leaves with a deeper appreciation for how music and personal stories foster connection.
The Nation’s Playlist app blends social media with gamification, creating a platform for users to explore and share their musical experiences through a digital journal. Users log songs, genres, and emotions, promoting deeper connections to music and fostering discovery. The app features a CD Collection that refreshes weekly, allowing users to showcase their favorite tracks and connect with others. A reward system motivates engagement, offering points for entries that unlock exclusive rewards and personalized messages. The account page tracks musical habits, providing insights and unlocking collectibles as users explore more emotions and songs.
Hannie is a communication designer originally from Singapore, now based in Australia. Passionate about creativity, Hannie embraces a design philosophy that blends play with purpose. With a focus on expanding creative boundaries, they aim to bring innovation into the industry as a multidisciplinary designer.