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 creative challenge was reach: whether the programme could meaningfully engage UK demographics Apple hadn't traditionally connected with. I worked with the team to translate the programming vision into a writing system and voice that resonated with young Londoners, in sync with the community partners we were working with.

Principle communications came via the community partners, mostly non-profit organisations with deep local roots, and the rising and big name artists involved.

We worked with local radio stations to promote the iniative and built out an identity and learning framework that felt raw and applicable to the goals and interests of the young people we were doing this for.

The programme ran for two years in London before being picked up by the worldwide Apple team. From there we took the programme and approach global, relaunched as Apple Creative Studios.

I worked on that too, more on that here.

Programme assets available on request.