Local Lens: Shaping Visual Identity in Brazil

In collaboration with the Reach Network, we conducted comprehensive design research across multiple countries to help Spotify create culturally authentic playlist covers. This global initiative aimed to strengthen Spotify's visual presence while ensuring cultural relevance in each market. The Brazil phase focused on understanding local visual preferences and cultural sensitivities.

Objectives:

• Understand contemporary and culturally meaningful photography in Brazil
• Identify elements that make designs culturally relevant and visually appealing
• Prevent potential cultural missteps in playlist cover designs
• Create guidelines for sourcing and commissioning local artwork

The research was conducted through an online co-creation workshop that brought together 4 Brazilian visual culture experts. The methodology included:

• Critical discussions about local visual cultures
• Analysis of photographs collected by participants
• Review of Brazilian playlist covers selected by Spotify
• Visual analysis and clustering of insights

Impact and Benefits:

The project delivered actionable insights and recommendations that enabled Spotify's Editorial Design Team to create culturally relevant playlist covers specifically for the Brazilian market. This research helps Spotify avoid potential cultural missteps while creating designs that genuinely resonate with Brazilian audiences, which should lead to increased user engagement and a stronger brand presence in Brazil.

The research addressed key questions about what makes photography contemporary and culturally meaningful in Brazil, and how to create designs that are not only visually appealing but also culturally appropriate. As part of the broader international research initiative, these insights contribute to Spotify's global strategy for localised visual content.

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