Streaming music services lack heart. Algorithms aren’t enough to fix the problem, and deliver people the perfect music for the moment. To do to that you need people driven by a passion for music. That was the brief Jimmy Iovine and Trent Reznor gave us—design a revolutionary new service combining human curation and 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, a digital music service that reinvents the category. From the start, Beats Music was built to be mobile first. Mobile apps for iTunes and android were developed, as well as tablet versions. A desktop version was also created but it has limited functionality, as mobile is the central experience of the service. We created the brand from scratch and designed the interface and user experience of the app.

In less that two months, over 4,000,000 people have downloaded the Beats Music App. It became the #1 music app in Itunes on the first day of launch. Thousands of mentions in the press, millions of social media impressions, and incredible reviews in the music and tech press. Beats Music is well on its way to become the dominant player in the space.