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.