Streaming music services lack heart. Algorithms aren’t enough to deliver the perfect music—you need people driven by a passion for music. That was the brief Jimmy Iovine and Trent Reznor gave us: design a revolutionary new steaming music service that combines human curation with technology, and create a new way to experience music. And, once it’s built, launch it to a mass U.S. market. The result is Beats Music. We tackled the entire problem from branding and naming, to designing the user experience and interface, to marketing in digital, retail, social, events, and broadcast, including the super bowl.