One of the most critical audiences for a scaling brand is its own employees. The importance of internal clarity and pride (across an entire global enterprise) can make or break a brand experience.

We needed tools to communicate Spotify’s brand strategy and values across the global organization. The idea was to make every employee, from the product engineers to customer service agents, feel like an owner and contributor to the bigger mission of the Spotify brand.

So, we created “The Story of Spotify,” a brand book distributed to every employee in 2017. It gave a global workforce clarity and articulated Spotify’s values– which still inform how products are designed and the brand behaves today.

Below are selected pages that give the general vibe: