Creative Studios

Apple
Via WPP
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 founding inspiration.

I then refined the youth-led tone of voice from LDN into something that could land and translate globally, with space for local writers to make the programme their own.

Once the system was established, I developed writing templates and guidance documents, and provided geo-specific editorial support as the programme expanded 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 the full asset suite: course materials, social invites, public Today at Apple sessions that slotted into the learning programmes, plus community partner comms and final celebrations.

The initiative ran from 2021, growing and evolving each year through 2024.

More about it here.