Spotify / Advertising ↓
Designed to connect millions of advertisers with billions of listeners.
Creative Direction, Experience Design @ Huge + Spotify
Spotify wanted to grow its advertising business, but its ecosystem was fragmented. Enterprise partners were navigating one experience, SMBs another. Three separate sites — Spotify for Brands, Ad Studio, and Spotify for Creatives — meant three inconsistent messages and no clear path forward for users.
As Creative Director at Huge (and later as Global Creative Lead for Spotify Advertising), I helped unify the experience under one destination. I partnered with teams across Product, Marketing, Strategy, and Tech to reimagine the platform from the ground up. We started with a clear IA, a scalable design system, and a structure that could flex across 12 global regions.
We audited the UX, mapped user journeys, aligned on KPIs, and built a roadmap to guide design and development well beyond launch. We consolidated tools, clarified messaging, and restructured content so advertisers could actually understand what Spotify offers and what to do next.
The result was a focused, modular platform that scaled across markets and made it easier for brands to buy into audio. We saw a 25–30% lift in traffic across DE, IT, and FR, a record-breaking day for Ad Studio sign-ups, and a meaningful increase in time on page, conversion, and activation.
The site gave Spotify Advertising's voice the same level of clarity and creativity the consumer side is known for. It turned complexity into confidence for the people trying to reach listeners around the world.
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