CALOR
CALOR is a collaborative reggaeton playlist that updates its artwork every week. The brief: build a brand identity that’s quick to refresh, unmistakably modern, and true to the genre’s street‑born energy so listeners feel the heat before the first beat drops. Throughout the design process, I offered our team insights on how to further our creative to result in engaging and alluring visuals that would motivate listeners to click on the calor playlist.
Deliverables:
4 covers, cover art system, color palette, font system, 4 social posts, 1 OOH placement, 1 unique piece of collateral
Spotify (Aprender Studio)
Art Direction
2024
approach
Cultural Familiarity
• Researched reggaeton’s DNA, from its dembow sonic origins to Puerto Rico rebellious flyers, and distilled principles of rhythm, community, and roots.
Heat Re‑Imagined
• Explored metaphors beyond flames and I landed on steam as a subtler signal of heat that nods to sweaty dance floors and tropical streets.
Modular Systems
• Built a color spectrum pulled from Latin American flags and created a typographic lock‑up that scales from thumbnails to billboards.
Key Collaboration
• Worked shoulder‑to‑shoulder with Thais Esmeraldo, Flavia Chonso, and Richard Cordero
Toolkit Assembly
• Packaged assets into a Figma library plus a how‑to deck for social, OOH, and surprise merch (a custom belly‑button ring).
