Today at Apple Creative Studios
Apple · via WPP · 2021–24
Writing system and copy direction
Writing system and copy direction for Today at Apple Creative Studios, Apple's global youth arts initiative.
Building on my work on Made in LDN, the programme's founding inspiration, I developed the learning framework, named the session types and refined the programme flow. I then evolved LDN's youth-led voice into one that could travel, with room for local writers to make it their own.
With the system in place, I created writing templates and guidance, and gave geo-specific editorial support as the programme grew from the UK to cities including Paris, Berlin, Milan, LA, Chicago, New York, Bangkok and Tokyo. That covered the full asset suite: course materials, social invites, public sessions, community partner comms and final showcases.
The programme ran from 2021 to 2024, growing and evolving each year.
Read the launch on Apple Newsroom ↗