Made in LDN

Apple
Via WPP
2018–19

Writing system, TOV development, programme content, and brand guidelines for Made in LDN – Apple's first-of-its-kind creative youth programme, bringing together young Londoners with leading UK artists across disciplines.

The central challenge was reach: whether the programme could meaningfully engage UK demographics Apple hadn't traditionally connected with. My role was to translate the programming vision into writing and voice that worked for, and spoke to, young Londoners.

The programme ran for two years before going global, relaunched as Apple Creative Studios. I worked on that too — more on that here.
Programme assets available on request.