made for business
apple
2024
naming and copy direction for apple’s global small business initiative, made for business.
apple wanted to bring everything they offer small businesses under one recognisable banner, uniting today at apple business sessions and free support from apple’s business teams worldwide.
working closely with the strategy team, i developed the naming approach for the evergreen initiative, then collaborated with the in-house design team to shape the identity and writing system. this included writing guidance to support a global rollout.
the name, made for business, was designed to work on multiple levels:
– as a clear and consistent tag for business-focused events across social and in-store platforms
– as a series name for curated event collections across different regions
– as a flexible container for new and existing types of support
more broadly, the name reflects apple’s product design ethos, providing tools for growth that are clear, recognisable, and built with their businesses customers in mind.