The tension
Spindle is a screenless music player built around physical cards. The player needed to feel at home in a living room; the cards needed enough energy to make choosing music feel like a ritual.
Two real choices
I developed deliberately different directions so the client could respond to meaningful alternatives.
The first extended the product’s walnut-and-brass material warmth with measured, architectural detail. The second made the card the center of the brand: bold, tactile, giftable, and nostalgic.
Revision as decision-making
Each client round answered a specific question. The final synthesis kept the player calm and premium while allowing the cards to carry the system’s playfulness.
Outcome
This project shows the whole identity process, from setting a concept to using client feedback to sharpen the final system.