Design and Direction
About
An interview with The Brand Identity on music industry branding.
Rosso Regular and Syno Mono are now available via 6TM Magazine.
Unknown typeface is now available to purchase via 6TM Magazine.
Unknown typeface appears across editorial spreads in Dazed 274.
365 Days of TAU is featured in Slanted’s Type & Fashion issue.
Featured in the New Aesthetic exhibition held in Paris, France.
TAU Spektrum 4 trading cards are featured in Slanted Magazine.
An interview about music and design featured in People of Print.
Unknown typeface is featured in an article on It’s Nice That.
TAU Spektrum 4 won Bronze for Art Direction at CCA Venus Awards.
TAU Spektrum project is featured in an article by Grafikmagazin.
Lukas Haider served on the jury at Austria’s CCA Venus Awards.
Music and design with Erik Herrström on The Brand Identity.
The Unknown typeface is featured in New Aesthetic’s publication.
TAU Spektrum 3 was featured in an article on Mindsparkle Mag.
The Adana Twins poster series is featured on It’s Nice That.
An interview with Collide24 about the making of Unknown typeface.
Branding
Erik Herrström
Lukas Haider
Marcell Gulyas
Lindsey Skipworth
Kara Griffin Cushman
Kerstin Herrström
Spotify
Alex Mira
Carlos Ardila
Juan Manuel Rótulo
Maykol Sanchez
Yasmin Muller
Laura Marín Rodríguez
Manuela Echeverry M.
Shahin Haghjou
Loren Lee
Michelle Pham
Colombian music has always been a tapestry of rich rhythms and vibrant traditions, from the soulful cumbia to the bold reggaeton beats of Medellín. Over the years, what once defined local celebrations has transformed into a global movement. Artists like Feid, KAROL G, and J Balvin now fill arenas worldwide, proving that Colombia’s sound is as universal as it is unique.
We were tasked with giving Spotify’s Made in Colombia playlist the identity it deserves—one that not only celebrates this evolution but amplifies it. The goal was to create a visual story as dynamic as Colombia’s rhythms and as global as their reach. The design takes its cues from the essence of Colombian music: movement, diversity, and vibrancy. Organic shapes ripple outward, symbolizing the global influence of local rhythms. A rich, tropical palette captures the bold, eclectic energy of Colombian culture, while the fluidity and vibrancy reflect the dynamism of a playlist that bridges genres and generations.
This wasn’t just about aesthetics—it was about resonance. Made in Colombia is now a visual celebration of a cultural powerhouse, inviting audiences everywhere to feel the pulse of Colombian music. Through our process, we ensured every detail of the design was culturally relevant and strategically aligned with the local team’s vision. By immersing ourselves in Colombia’s musical heritage and through collaborating with the local Spotify team, we translated its spirit into a design that aims to feel authentic to its roots while projecting its energy globally.
With its new identity, Made in Colombia is no longer just a playlist—it’s a celebration of Colombian artistry and a testament to the power of music to unite cultures. The visual identity has been used at events in Bogotá, in outdoor marketing campaigns in the U.S., and locally in Colombia. It was also featured prominently across Spotify Colombia’s social media channels.