creative studios

apple
via hogarth
2021-24

writing system and copy direction for today at apple - creative studios, apple’s global youth arts initiative.

i developed a learning framework, naming session types, and refining the programme flow, building on my work on made in ldn, the programme’s inspiration.

i refined the youth-led tone of voice from ldn into something that would land and translate globally, with space for local writers to make their programme hit in the same way.

once built, i then developed writing templates and guidance documents, and provided geo-specific editorial support as the programme expanded globally from its uk origins.

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

the asset system covered course materials, social invites, public today at apple sessions that slotted into the learning programmes, plus things like community partner comms and final celebrations.

the initiative started in 2021, growing and evolving each year through 2024.

more about it here.