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The Campaign: Spotify’s Kalye X campaign celebrated Filipino hip-hop culture, bringing the vibrant energy of Manila’s streets to life across three major cities in the Philippines: Davao, Cebu, and Manila. Karou played a key role in ensuring the campaign’s creative direction and design elements connected authentically with the local music scene, helping Spotify engage with Filipino audiences in a powerful way.
Creative Concept:
Drawing inspiration from Manila's iconic street art, we designed the X logo to reflect the bold, raw, and expressive energy of Filipino hip-hop. The graffiti-style was a visual tribute to the local street culture. The logo became a symbol of the campaign's message — a celebration of music from the streets to the stage.
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For the Kalye X events held in Davao, Cebu, and Manila, we created a series of striking, city-specific designs that visually captured the essence of each location while maintaining the central theme of Filipino street culture. Our design support was reflected in different aspects of the campaign, from promotional assets to event venue visuals, ensuring a cohesive and engaging experience for all attendees.
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Karou Creative Group
Creative Direction
Lead Designers
Angelo Soliman
Dawn Papagayo
Project Manager
Kaela Olindan