APPLE
01/
PROJECT OVERVIEW
Apple aimed to enhance its communications with the press, shareholders, and the general public by establishing direct communication with stakeholders and generating significant press releases regarding new product launches, acquisitions, and general company news.
Role
Senior Visual Designer
Duration
Six Months
Year
2016
TEAM/
Claudio Guglieri · Creative Director
Brennan Hom · Program Manageer
Michael Evashevski · Senior Art Director
L.A. Corrall · Art Director
Anh Nguyen · Sr. Visual Designer
Natalie Rose Taylor · Sr. UX Designer
Kate Auman · Visual Designer
Alexa Martinez · Visual Designer
Not my photo
02/
MY ROLE
I worked as a visual designer, creating various designs for articles, image treatments, and different components such as videos, sharing, and file downloads. Additionally, I also assisted in creating the visual concept for press releases, retouching photographs, and creating illustrations for them.
03/
DESIGN PROCESS
As part of a large and highly skilled team, we were all responsible for creating different design concepts that gradually merged together, aiming to discover the best possible visual solution. Through collaboration and iteration, we refined our ideas, constantly seeking to push the boundaries of creativity. The design process involved continuous exploration, refinement, and collective decision-making to achieve a cohesive and outstanding outcome.
THE PROBLEM/
Press releases are typically dense blocks of text that are difficult to read and process, using highly specific language. Our goal was to be dynamic and reach a broad audience, whether it be journalists, shareholders, or the general public.
THE SOLUTION/
In order to achieve modern and dynamic press releases, following Apple's visual language, we utilized large-scale or grid-based imagery depending on the needs, incorporated spacious text, and maintained a pleasant and comprehensible tone of voice.
VISUAL DESIGNS/
Balancing Apple's visual language, we differentiated press releases from product pages using unique images and varied text styles. Our design ensured a distinctive visual experience while adhering to brand guidelines.
PHOTO RETOUCH/
This has been my greatest challenge as a Photoshop expert. Meeting Apple's standards for creating photomontages required passing strict controls from various departments within the company. It was a unique and enriching experience that pushed me to refine my skills and attention to detail. Working on these projects was truly awe-inspiring.
Before
After
POSTERS/
As part of the Apple Newsroom team, I had the opportunity to generate various visual concepts, including posters, in an effort to visually express different news for the company. Although these posters were not ultimately used, it was an enjoyable experience to work on them. The process allowed for creative exploration and experimentation.
04/
CHALLENGE & SOLUTIONS
Collaborating with Apple's press department posed a major challenge due to tight deadlines and multiple goals per article. To address this, we implemented a solution: a customizable URL template. This allowed us to make quick modifications in a web browser, seek approval from Apple's PR team, and promptly publish the articles.
KANDINSKY/
As part of our efforts to streamline processes, we internally developed software named after the painter and art theorist Wassily Wassilyevich Kandinsky. It allowed us to generate high-quality images for different viewports without compromising Apple's stringent standards.
05/
LEARNINGS
Undoubtedly, this has been one of the greatest challenges in my professional career. It was my first time working in a different country, in another language, alongside exceptionally talented designers and industry leaders. The pressure was present from the very beginning, but I believe I embraced it in the best possible way. I truly enjoyed every experience and cherished the opportunity to learn from one of the most innovative companies on the planet.
© 2023 - Photos are from Unsplash
