Spotify’s ‘Front Left’ Playlist Gets a Bold New Identity by Studio Herrström

Spotify’s ‘Front Left’ playlist has always been more than just a collection of songs—it’s a movement that brings together the most exciting indie artists from Australia, New Zealand, and beyond. Since its launch in 2018, the playlist has served as a tastemaker, showcasing groundbreaking talent while fostering a vibrant indie community. To reflect its evolving role as a cultural hub, Spotify partnered with Vienna-based Studio Herrström to create a bold new visual identity that captures the energy and essence of the indie scene.

With indie music constantly evolving, the challenge was to ensure ‘Front Left’ remained fresh, relevant, and deeply connected to its audience. Studio Herrström embraced this challenge by crafting a dynamic new design inspired by the raw, unfiltered spirit of DIY zines and underground indie aesthetics. The rebrand transforms ‘Front Left’ from a standard playlist into a cultural landmark—one that resonates not just with music fans but with the broader indie movement.

At the heart of this new identity is an expressive, hand-drawn design system featuring custom typography, playful doodles, and a vibrant color palette. These elements reflect the playlist’s eclectic nature, celebrating both emerging talents and established indie favorites. With a toolkit of 40 bespoke doodles, the design remains flexible, allowing each playlist cover, campaign, and activation to capture different moods while maintaining a cohesive brand identity.

One of the primary goals of the rebrand was to expand ‘Front Left’ beyond just a music discovery tool. The new design allows the playlist to react to cultural moments—whether it’s major tours, festivals, trending content, or even astrological themes—while maintaining its tastemaker status. Balancing nostalgia with new discoveries, the refreshed identity ensures that past indie anthems continue to find relevance alongside the latest tracks.

Spotify’s collaboration with Studio Herrström extended beyond just design. Through deep research and engagement with indie music fans, the team identified key symbols and visual motifs that resonate within the indie community. The result is an identity that feels organic, authentic, and effortlessly cool.

The new ‘Front Left’ aesthetic embraces imperfection, much like the indie music it represents. Hand-drawn doodles bring a sense of spontaneity, while textured elements and bold color contrasts mirror the energy of live performances and independent music culture. The rebrand also allows for cross-platform versatility, seamlessly adapting to playlist covers, social media campaigns, and real-world activations, such as artist collaborations and festival promotions.

In Sydney, the refreshed ‘Front Left’ has already made its mark with out-of-home billboards, bringing the playlist into the physical world. This new identity ensures ‘Front Left’ remains a forward-thinking platform that connects indie fans through a shared love of music, culture, and creativity.

Designed for a young, engaged audience (primarily 18- to 35-year-olds), the new ‘Front Left’ identity embraces playfulness, relatability, and an edgy aesthetic that encourages exploration. It cements the playlist’s role as a leader in indie culture, always staying ahead of the curve while fostering a sense of community among listeners.

“By infusing playfulness, relatability, and edge, the ‘Front Left’ rebrand cultivates a sense of belonging while daring listeners to explore the fringes of indie music.” — Erik Herrström, Studio Herrström

Spotify’s ‘Front Left’ Playlist Gets a Bold New Identity by Studio Herrström

Spotify’s ‘Front Left’ playlist has always been more than just a collection of songs—it’s a movement that brings together the most exciting indie artists from Australia, New Zealand, and beyond. Since its launch in 2018, the playlist has served as a tastemaker, showcasing groundbreaking talent while fostering a vibrant indie community. To reflect its evolving role as a cultural hub, Spotify partnered with Vienna-based Studio Herrström to create a bold new visual identity that captures the energy and essence of the indie scene.

With indie music constantly evolving, the challenge was to ensure ‘Front Left’ remained fresh, relevant, and deeply connected to its audience. Studio Herrström embraced this challenge by crafting a dynamic new design inspired by the raw, unfiltered spirit of DIY zines and underground indie aesthetics. The rebrand transforms ‘Front Left’ from a standard playlist into a cultural landmark—one that resonates not just with music fans but with the broader indie movement.

At the heart of this new identity is an expressive, hand-drawn design system featuring custom typography, playful doodles, and a vibrant color palette. These elements reflect the playlist’s eclectic nature, celebrating both emerging talents and established indie favorites. With a toolkit of 40 bespoke doodles, the design remains flexible, allowing each playlist cover, campaign, and activation to capture different moods while maintaining a cohesive brand identity.

One of the primary goals of the rebrand was to expand ‘Front Left’ beyond just a music discovery tool. The new design allows the playlist to react to cultural moments—whether it’s major tours, festivals, trending content, or even astrological themes—while maintaining its tastemaker status. Balancing nostalgia with new discoveries, the refreshed identity ensures that past indie anthems continue to find relevance alongside the latest tracks.

Spotify’s collaboration with Studio Herrström extended beyond just design. Through deep research and engagement with indie music fans, the team identified key symbols and visual motifs that resonate within the indie community. The result is an identity that feels organic, authentic, and effortlessly cool.

The new ‘Front Left’ aesthetic embraces imperfection, much like the indie music it represents. Hand-drawn doodles bring a sense of spontaneity, while textured elements and bold color contrasts mirror the energy of live performances and independent music culture. The rebrand also allows for cross-platform versatility, seamlessly adapting to playlist covers, social media campaigns, and real-world activations, such as artist collaborations and festival promotions.

In Sydney, the refreshed ‘Front Left’ has already made its mark with out-of-home billboards, bringing the playlist into the physical world. This new identity ensures ‘Front Left’ remains a forward-thinking platform that connects indie fans through a shared love of music, culture, and creativity.

Designed for a young, engaged audience (primarily 18- to 35-year-olds), the new ‘Front Left’ identity embraces playfulness, relatability, and an edgy aesthetic that encourages exploration. It cements the playlist’s role as a leader in indie culture, always staying ahead of the curve while fostering a sense of community among listeners.

“By infusing playfulness, relatability, and edge, the ‘Front Left’ rebrand cultivates a sense of belonging while daring listeners to explore the fringes of indie music.” — Erik Herrström, Studio Herrström