‘19-’24
Apple
Marcom LA
‘21-’24
At Apple, I’ve worked across some of the company’s most iconic services. Apple Books, Card, Cash, Gift Card, Music, One, Pay, Sports, TV, and Wallet.
Each with its own rhythm. Each requiring a unique balance of discipline, and creativity.
My role was at the intersection of design, motion, and art direction. The work wasn’t just about visual clarity. It was about creating emotional clarity too. Whether we were building flexible design systems or tapping into human storytelling; the focus has always been to design with intention, and care.
Over the last few years, I was instrumental in the creation, and process of multiple marketing toolkits, brand and product launches, visual identities, and working templates that made our work scalable across multiple platforms including digital, film, interactive, print, product, and web.
Color, and motion weren’t just aesthetic choices. They became part of a larger visual language. I approached typography, gradients, materiality, dimensionality, modularity, and color theory as emotional tools; ways to express energy, and identity across the ecosystem.
Apple Card — A design system, and visual language that was derived from the product experience. The system utilized vivid gradients; these different colors represented different spend categories.
The motion behaviors are also an extension of the Apple Card experience, which helped create a calming feeling not typically found in a credit card. A marketing toolkit was created as both a brand guidelines, and working templates for updating visuals, and copy.
The focus has always been to design with intention, and care.
Apple Gift Card — A visual language, and modular design system that utilized both Apple’s Memoji, and Apple System Colors, which were in line with the Human Interface guidelines. We created a dynamic Memoji character set that represented multiple personalities, and demographics for use in different world markets.
We partnered with massive cross-functional teams, and different studios. We created a massive marketing toolkit that we shared with other global teams, which included a static, motion, and html template system.
The work at Marcom LA involved working with cross-functional teams. Collaboration has always been important to me. It’s truly a privilege to create such timeless works with friends, colleagues, and teams from different parts of the world. We aligned on a shared vision, and collaborative practice.
Apple ID in Wallet — The future of Wallet is no wallet at all. You can already add boarding passes, tickets for events, and credit or debit cards to Wallet. And now, you can also add your driver's license or State ID. Presenting your ID just got that easy.
Art director, and lead design for ID in Wallet visual identity and launch campaign in the US market. Collaborated with creative, design, motion, and multiple cross-functional teams including CG Studio, Interactive, and Hardware teams. Worked primarily on guidance and direction of the visual identity, design system, landing page, static and motion templates, and a marketing toolkit.
We first launched with four states; Arizona, Colorado, Georgia, and Maryland. We needed a flexible and modular design, and color system that would be able to accomodate future State IDs.
We first launched with four states; Arizona, Colorado, Georgia, and Maryland. We needed a flexible and modular design, and color system that would be able to accomodate future State IDs.
Apple Music — Created a visual, and motion language for integrating both Apple and Beats Hardware with Apple Music for the first time to introduce a connected, and integrated hardware and software ecosystem.
Partnered with cross-functional teams like Hardware, Photo and Retouching, and lead the motion design team to develop and experiment with animation behaviors that emulated sound.
The most meaningful part of the work wasn’t just what we made, but how we made it through listening, debating, iteration, and experimentation. That was our north star.
Apple One — a subscription bundle that features up to six services. The best of Apple. All in one. Art direction, and design lead for Apple One launch campaign in the US, UK, and Japan market. Collaborated with creative, design, motion, and multiple cross-functional teams including Business Affairs, and Legal for asset clearance, and usage rights.
Worked on the visual identity, design system, motion language, and brand guidelines for Apple One. Sourced assets from six different services which included Apple TV+, Apple Music, Apple Arcade, Apple Fitness+, Apple News+, and iCloud+.
We crafted an Apple mnemonic logo for US & UK, and a custom logo for Japan, which only featured four out of the six services offered. And we created a universal, and timeless design system. With digital out of home from New York City to Tokyo.
We crafted an Apple mnemonic logo for US & UK, and a custom logo for Japan, which only featured four out of the six services offered. And we created a universal, and timeless design system. With digital out of home from New York City to Tokyo.
Ultimately, it was about creating with the people we want to create with.
Apple TV — Created a design system, and visual language for the Apple TV MLS launch campaign. We created a distinct look and feel that had to flex across 30 different teams in order to create a cohesive system.
We partnered with MLS, and all the different teams during media day. We created a dynamic type motion system that integrated with MLS footage, which stretched, expanded, condensed. We also introduced a sense of dimensionality within the composition.
These experiences were made possible by the incredibly bright, creative, kind, and courageous people I had the privilege to collaborate and work alongside. Together, we helped shape, and reshape not just how Apple’s services work, but how they look, feel, and connect with people.
Apple Internal Communications — Also, worked on our internal communications, and was happy to contribute to our design team studio culture. Collaborating with key stakeholders, and other creative directors on concept, storytelling, and visual language.
This visual concept showcases information and content much like a DNA strand representing the building blocks of being human. This visual language can stretch, expand, and contract which allows the overall communication to be flexible within it’s canvas.
TEAM
CROSS-FUNCTIONAL TEAMS & PARTNERS
APPLE MARCOM LA DESIGN STUDIO
CREATIVE, CG STUDIO, APPLE BOOKS, CARD, CASH, GIFT CARD, MUSIC, ONE, PAY, SPORTS, TV, WALLET, MARKETING, PRODUCT, HARDWARE, SOFTWARE, ENGINEERING, MUSIC SUPERVISION, BA / LEGAL, OPERATIONS, KEY STAKEHOLDERS, PHOTO & RETOUCHING, PRODUCTION, STRATEGY, MOTION, DIGITAL MARKETING, VALUES, ENVIRONMENTAL, DESIGN AND MOTION STUDIOS, AND OTHER GLOBAL MARKETS