Developing Apple’s brand vision: “Designed by Apple in California”
The once daring underdog Apple had become the leader – I defined and inspired the first brand campaign since “Think different”
The challenge
My approach
The outcome
Apple seemingly had it all: the most valuable brand, shipping the most popular smartphone, to millions and millions of customers who were new to the brand. But dark clouds were brewing. Apple’s biggest rival Samsung had launched an all-out feature war and without a better narrative the media readily equated more with better.
As Brand Strategist at Apple’s exclusive ad agency, Media Arts Lab, I was responsible to create a new brand narrative that would introduce Apple to a new generation and emphasise its uniquely human-centred approach.
Global research highlighted how little understood – and relevant – most specs and outlandish features were. Instead, people were looking for purpose, intention, and the value of technology. Something that was deeply rooted in Apple’s DNA.
By highlighting the thought and consideration that Apple employs in each of their decisions and pairing it with its unapologetic Californian roots resonated with people. Rather than throwaway this felt empowering and crafted for them.
We introduced the campaign with a statement piece. Launching a 90 second film that showed to people what Apple stands for.
Apple’s first brand campaign since “Think Different”
