Scaling a Global Merch Program
Client
Spotify
Year
2024 + 2025
INSPIRATION
Spotify Wrapped is one of the most anticipated cultural moments of the year. What begins as a digital celebration quickly becomes something people want to experience beyond their screens.
In 2024, Spotify partnered with Whitestone to bring that energy into the physical world through premium employee gifting. The goal was to translate Wrapped’s bold visual identity into merchandise that felt elevated, wearable, and meaningful to teams across the globe.
The response made one thing clear: this program had room to grow.
By 2025, the vision expanded. Wrapped merchandise moved beyond internal recognition and began fostering a broader sense of connection. The opportunity shifted from delivering kits to building a global merch experience that strengthened community.
THE PLAN
In 2024, our focus centered on thoughtful curation and seamless execution. We developed a high-quality assortment aligned with Wrapped’s visual language and managed global fulfillment across hundreds of employee addresses.
For 2025, the strategy deepened. We expanded the assortment, introduced more collectible elements, and refined design details to create pieces people would actively wear and share. At the same time, we built a scalable fulfillment infrastructure to support over 400 global drop shipments, ensuring accuracy, efficiency, and consistent delivery across regions.
The program evolved into a repeatable, scalable platform capable of supporting Spotify’s growing audience and global footprint.
Spotify Wrapped 2024 leaned into a glossy, tech-forward aesthetic: hyper-colorful, digitally polished, and AI-integrated. Bold, futuristic patterns and a cohesive branded look defined the visual language with a heavily digital direction.
Spotify Wrapped 2025 was a deliberate pivot, trading digital gloss for analog soul. Inspired by mixtape and burned CD culture of the '80s and '90s, the identity used a reduced black-and-white palette with selective pops of color, hand-touched textures, layered compositions, and a DIY energy that felt expressive and deeply personal.
A premium assortment of apparel and lifestyle goods designed for longevity and daily wear. Each item carried the Wrapped identity forward in a way that felt cohesive and elevated.
2024 COLLECTION
The 2025 program introduced a more expressive, layered assortment. Designs leaned further into collectibility and community signaling. Smaller accessory pieces complemented apparel to create a mix that felt both personal and shareable.
The result was a cohesive merch ecosystem that extended the Wrapped moment well beyond launch week.
2025 COLLECTION
THE RESULTS
The final kits were shipped to employees across the globe, bringing the energy of Spotify Wrapped straight to their doors. The combination of premium, functional, and sustainable items made this gifting experience both meaningful and memorable. By blending thoughtful design with quality products, Spotify was able to create a lasting connection with their team and celebrate the incredible work behind one of their most anticipated annual campaigns.
“Collaborating with Whitestone on our 2024 Wrapped team gifts was a total breeze, even with tight timelines and complicated shipping needs. This was in large part thanks to the Whitestone team, notably our Account Manager, ensuring a well-informed, proactive, and organized process. Their exceptional service, combined with the ability to provide a wide range of cost-effective and sustainable products, made our collaboration truly enjoyable.The final kits were of outstanding quality and were an absolute hit with the team!”
– Jessica Le Guillow, Spotify