How can we change the perception of Spotify from Convenient to Motivational in the minds of consumers?

THE SITUATION: When surveyed, the main emotional perception consumers had of Spotify was “Convenient.” As a streaming platform, my goal was to shift the brand perception of Spotify from “Convenient,” to “Motivational.”

THE INSIGHT: Young professionals face burnout when they have super busy lifestyles, whether it be their careers or social life. Spotify should aim to be a source of motivation for them.

THE APPROACH: Fuel your motivation. Spotify’s new purpose is to be the fuel to motivate their consumer to take on their daily lives with passion because they care. I created a brand story that takes a woman throughout her day, utilizing Spotify for a source of motivation through podcasts, workout music, focus music for work, as well as wind-down music after a long work day.