Tidal
In house brand lead
- Creative direction
- Brand design
- Design system
- Team lead
Playlist covers & brand system
One of the most satisfying systems I built at Tidal was the playlist cover design system. The problem was: hundreds of covers updated every week, not enough designers to manage it. So I designed a system editors could run themselves, keeping the brand intact at scale, while giving designers the space to do the interesting work: bespoke covers tied to campaigns, artists and culture.
Fun fact: I cropped this image for The Carters album cover at 3 am. AKA Jay-Z and Beyoncé.
Marketing and cultural moments
Marketing at Tidal meant holding a lot of things at once, brand campaigns, artist releases, cultural and seasonal moments. I worked across the full stack: concepting, creative direction and making assets myself when needed.
Tidal Collabs was a new in-app feature designed to make it easier for artists to find and connect with collaborators. I made the sub-brand and campaign around the launch, including a competition where the winning artists got a song produced by Jermaine Dupri.
Brand and team lead
Tidal is a music streaming app, owned by artists, focused on serving artists. During my time there I led a team of designers working across almost every department at Tidal, across time zones and directly with artists. Together we covered everything the brand touched, print, OOH, web, retention, in-app, events.
