Art Direction, Design Systems, Global Campaign Design, Cross-Functional Collaboration, Visual Strategy
Amazon Music partnered with Taylor Swift for a Track by Track: The Life of a Showgirl Album, requiring a visual system that could seamlessly merge both brands across the Amazon Music app and marketing ecosystem. As the sole designer on the project, I led the full creative execution in under three weeks, developing a campaign identity that balanced speed, consistency, and global reach.
The Challenge
The biggest challenge was creating a visual language that felt distinctly The Life of a Showgirl while still aligning with Amazon Music’s established brand system. The campaign needed to support a full app takeover, including album art, playlist tiles, marketing assets, and localized deliverables across eight global regions — all while managing tight timelines, multiple stakeholder feedback rounds, and last-minute updates without sacrificing quality.
The Process
To solve this, I developed a custom mosaic glitter shape system that became the foundation of the campaign’s visual identity. These shapes blended Amazon Music’s modern brand language with the glamour and energy of The Life of a Showgirl, creating a look that felt authentic to both brands while remaining completely ownable to the campaign.
Working closely with a marketing partner and Artist Relations teams throughout the process, I maintained daily communication to ensure every asset, localization, and copy update was delivered accurately and on time. I built the full campaign system and templates in Figma, updated 13 playlist tiles for the global app takeover, and created a scalable framework that could easily adapt across regions and future campaigns. The templates and systems established during this project ultimately became a repeatable model for future global rollouts of similar scale.
Working closely with a marketing partner and Artist Relations teams throughout the process, I maintained daily communication to ensure every asset, localization, and copy update was delivered accurately and on time. I built the full campaign system and templates in Figma, updated 13 playlist tiles for the global app takeover, and created a scalable framework that could easily adapt across regions and future campaigns. The templates and systems established during this project ultimately became a repeatable model for future global rollouts of similar scale.
The Outcome
The campaign launched successfully ahead of competing streaming platforms, positioning Amazon Music as a premier destination for Taylor Swift fans during a highly anticipated release moment. Within days of launch, the Track by Track: The Life of a Showgirl album surpassed 2 million streams and generated coverage across more than 100 media outlets, with the campaign visuals widely recognized across editorial and fan communities as a standout creative execution.
Beyond the immediate launch success, the project established a scalable global design system for future Amazon Music Track by Track campaigns, proving the value of thoughtful systems thinking, cross-functional collaboration, and design execution at scale.
Beyond the immediate launch success, the project established a scalable global design system for future Amazon Music Track by Track campaigns, proving the value of thoughtful systems thinking, cross-functional collaboration, and design execution at scale.
