Today at Apple - Creative Studios
via Hogarth Worldwide
2020–24
I developed the initiative’s youth-led tone of voice, created writing templates and guidance documents, and provided geo-specific editorial support as the programme expanded globally from its origins in London.
This included shaping a consistent yet flexible writing system to support local teams across cities including Paris, Berlin, Chicago, Bangkok and Tokyo, covering a full suite of assets, from social invites and community partner comms to course materials, in-store sessions and final celebrations.
The initiative ran from 2020–2024, growing and evolving each year. I also worked closely on its predecessor, Made in LDN, which ran in 2018 and 2019.
Learn more about it.