RapCaviar Day 1 Club Share Cards

An interactive experience and outdoor campaign for day 1 fans. With an audience of over 13 million people across the globe, RapCaviar has been instrumental in the success of some of hip-hop’s hottest tracks. Since its inception, RapCaviar has proven to be an indisputable and influential force in the hip hop industry, and fans worldwide have come to rely on the curated playlist to discover new artists as well as hear the hottest hits from their favorite artists.

Two Day 1 Club logos with custom lettering were created for the project; one hero logo and one secondary horizontal. These were paired up together with Spotify Circular Bold. The design and branding is created by Spotify’s In-House team and is an expansion out of the core RapCaviar identity that was created a few years prior, also in-house at Spotify.

The Day 1 Club wordmark expands on the stencil-like aesthetic of the current RapCaviar’ R’ logo across the two lockups, one stacked and one horizontal. The identity features sharp angles paired with striking lines and curved edges, an expansion of the original RapCaviar Identity.

The flat 2D lettering was brought to life by creating 3D elements that live as background textures throughout the experience. As you go through the experience the black metallic texture paves the way until the user finds out their Day 1 status of an artist that reveals one of three textures showing off the users fandom level, either Gold, Platinum or Diamond.
The animation here is showing consumer share cards.

Full case study and credits here:
https://www.behance.net/gallery/102398207/RapCaviar-Day-1-Club

Produced at Spotify