the Process
To begin, I conducted a deep dive into the typographic styles of classic salsa music — drawing inspiration from vintage record covers and Latin design motifs — while researching today’s Latin music aesthetics. The goal was to bridge these two worlds in a way that felt fresh yet familiar.
Using Illustrator and Figma, I customized Amazon Music’s official typeface into a bold, bespoke word mark. The design emphasized retro-thick letterforms with unique movement in the “L” and “S,” symbolizing a salsa dance pair in motion. To extend the identity, I built templates for Instagram, app barkers, website marketing, newsletters, and OOH, incorporating bespoke colors and vintage textures within Amazon’s broader design system.
Throughout the process, I collaborated closely with a senior art director and the playlist’s programming owner to ensure creative alignment with marketing objectives. Iterative reviews allowed us to refine the balance between brand consistency and Salseo’s unique, energetic personality.
Start to square out the curved letters
the Outcome
The final identity delivered a bold, dynamic word mark and a suite of adaptable templates that celebrated both the roots and future of salsa. The launch coincided with Amazon Music’s “100 Years of Celia Cruz” campaign, with the Salseo branding featured prominently on out-of-home screens in Miami and New York — giving the playlist strong cultural visibility and reinforcing Amazon’s commitment to Latin music heritage.
The rebrand established Salseo as a standout property within Amazon Music’s Latin portfolio, helping it connect more deeply with both longtime salsa fans and new audiences.
Apply a blocky treatment to all letters
Reintroduce curves and add seriffs
BEFORE
aFTER
The Challenge
The previous identity for Salseo lacked the strong visual presence needed to match the playlist’s vibrant growth and cultural significance. The task was to develop a word mark and assets that felt authentic to salsa’s rich history while resonating with a younger, digitally native audience. The design had to balance nostalgia, sensuality, and fun while staying consistent with Amazon Music’s brand guidelines and marketing objectives.
Salseo — A bold rebrand blending classic salsa roots with today’s vibrant energy.
Salseo is an Amazon Music playlist that bridges classic salsa with today’s evolving Latin music scene. With a growing audience, the playlist needed a refreshed identity that captured its nostalgic roots while appealing to modern listeners. My role was to create a new word mark and design a suite of marketing templates — from Instagram and newsletters to OOH screens in Miami and New York — that brought this energy to life.
art direction, typography, cultural insight, and marketing application
Amazon Music Creative Studio
Seen by 27
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Daily Playlist 2
SZA, Da Baby, Trillz Zones...
Daily Playlist 1
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METAL
ROCK
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METAL
My Soundtrack
SZA, Da Baby, Trillz Zones...
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X
RNB
HIP HOP
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RNB
Metallica, Slayer, Anthrax...
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Dua Lipa, The Weeknd...
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Surgar Candy, Big Gigantic ...
Brand New Music
Surgar Candy, Big Gigantic ...
Brand New Music
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Brand New Music
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Daily Playlist 2
SZA, Da Baby, Trillz Zones...
Daily Playlist 1
ROCK
X
METAL
ROCK
X
METAL
My Soundtrack
SZA, Da Baby, Trillz Zones...
HIP HOP
X
RNB
HIP HOP
X
RNB
Metallica, Slayer, Anthrax...
Top Playlists
Dua Lipa, The Weeknd...
All Hits
Surgar Candy, Big Gigantic ...
Brand New Music
Surgar Candy, Big Gigantic ...
Brand New Music
Surgar Candy, Big Gigantic ...
Brand New Music
Recently played
Recently Added
Song History
Recents
12:00
Music
Podcasts
Home
Library
Find
Alexa
Upgrade
the Outcome
The final identity delivered a bold, dynamic word mark and a suite of adaptable templates that celebrated both the roots and future of salsa. The launch coincided with Amazon Music’s “100 Years of Celia Cruz” campaign, with the Salseo branding featured prominently on out-of-home screens in Miami and New York — giving the playlist strong cultural visibility and reinforcing Amazon’s commitment to Latin music heritage.
The rebrand established Salseo as a standout property within Amazon Music’s Latin portfolio, helping it connect more deeply with both longtime salsa fans and new audiences.
the Process
To begin, I conducted a deep dive into the typographic styles of classic salsa music — drawing inspiration from vintage record covers and Latin design motifs — while researching today’s Latin music aesthetics. The goal was to bridge these two worlds in a way that felt fresh yet familiar.
Using Illustrator and Figma, I customized Amazon Music’s official typeface into a bold, bespoke word mark. The design emphasized retro-thick letterforms with unique movement in the “L” and “S,” symbolizing a salsa dance pair in motion. To extend the identity, I built templates for Instagram, app barkers, website marketing, newsletters, and OOH, incorporating bespoke colors and vintage textures within Amazon’s broader design system.
Throughout the process, I collaborated closely with a senior art director and the playlist’s programming owner to ensure creative alignment with marketing objectives. Iterative reviews allowed us to refine the balance between brand consistency and Salseo’s unique, energetic personality.
Start to square out the curved letters
Apply a blocky treatment to all letters
Reintroduce curves and add seriffs
BEFORE
aFTER
The Challenge
The previous identity for Salseo lacked the strong visual presence needed to match the playlist’s vibrant growth and cultural significance. The task was to develop a word mark and assets that felt authentic to salsa’s rich history while resonating with a younger, digitally native audience. The design had to balance nostalgia, sensuality, and fun while staying consistent with Amazon Music’s brand guidelines and marketing objectives.
Salseo — A bold rebrand
blending classic salsa roots with today’s vibrant energy.
Salseo is an Amazon Music playlist that bridges classic salsa with today’s evolving Latin music scene. With a growing audience, the playlist needed a refreshed identity that captured its nostalgic roots while appealing to modern listeners. My role was to create a new word mark and design a suite of marketing templates — from Instagram and newsletters to OOH screens in Miami and New York — that brought this energy to life.
art direction, typography, cultural insight, and marketing application
Amazon Music Creative Studio
Seen by 27
Highlight
Next case study
Unifying Amazon Music’s Look -->