Luca D. Ponticelli

Creative Lead with a knock for
brand systems, well versed to
navigate complex organisations.

+44 (0)7736296498
luca@scaffoldstudio.com

Dear Spotify Hiring Team,

I'm applying for the Creative Lead, Visual Merchandising role. My work centres on the same tension this role sits on: creative systems that scale across markets and teams while staying one brand.

As Head of Brand at Perlego, I built the brand function from zero — running discovery across 25+ stakeholders into a Brand Compass Framework, then shipping a four-language homepage redesign validated through research and A/B testing.

As Art Director for Ford Motor Co, I unified four innovation labs under one visual identity and component library, adopted across all locations and approved by the C-suite.

As Creative Director for NPO Abu Dhabi, I conceived "Emirati Editions" — a documentary ecosystem extended into a five-piece merchandise line with named artists, a model for scaling content into product.

This role speaks to where Spotify sits right now: as community-driven culture reshapes content creation, visual design becomes the language that holds it together. That's the intersection I want to work in.

I'd love to share with you how I see this role taking shape in the coming months.

Sincerely,
Luca

Employment

Creative Director
SYPartners, 2024-present

Head of Brand
Perlego, 2022-2024

Communication Design Lead
IDEO, 2017-2022