Made for Business
2024
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 this evergreen initiative, then collaborated with the in-house design team to shape the identity and writing system across all touchpoints. This included writing guidance to support rollout across global markets.
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 business support, including one-to-one sessions and help from dedicated Apple Business Teams
More broadly, the name reflects Apple’s product design ethos, providing tools for growth that are clear, recognisable and built with small businesses in mind.