Powerful Features for Work

Apple
2025

Creative lead on the experience design for a new modular approach to in-store creative learning at Apple, spotlighting Powerful Features for Work.

Designed for anyone using Apple products at work, the experience needed to function for groups of all kinds and sizes, across a wide range of interests and needs.

I developed the in-store learning experience and all supporting comms, collaborating closely with Apple's design team, creative directors, and senior leadership to prototype, test, and refine the experience before its global rollout.

At the heart of the project was the creation of detailed facilitation and guidance documents to support delivery in Apple Retail stores worldwide.

Working directly with Apple Creative Pros, I scripted and structured the session from end to end — covering the product demo flow, on-screen guidance, hands-on activities, and retail calls-to-action, all designed to balance consistency and flexibility. The result was a unified but variable live experience: one that could be different every time.

The framework has since informed additional Today at Apple sessions and now underpins Apple's new modular approach to in-store programming.

I've also led the development of session content across a range of other Apple Retail experiences, spanning on-screen visuals, facilitator scripts and in-store signage, plus the online journeys that bring people in.