Spotify Playlists, Overtone
When reimagining the Overtone brand, I put a lot of thought into how they could better connect to their consumers.
Spotify playlists seemed like the perfect way to facilitate that deeper connection. Music, much like hair color, is a strong identifier of an individual's personality — so why not pair the two together to create playlists based on the many shades of Overtone?
I imagined each playlist as a custom curation of both music and podcasts that represent each color based on color psychology.
I also imagined Overtone releasing custom scannable packaging for this campaign that would trigger the product-specific playlist to open on your phone. Each playlist would be timed to the length it might take the average user to color their hair. (For me, that's about 45 minutes, from start to rinse).
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Check out the full design study at ds.link/overtone