Apple WWDC '22

Brief

WWDC 2022 was Apple's return to in-person events, rebuilt as a hybrid: developers back on campus, everyone else watching. That meant one identity had to work on a cinematic keynote and on a lanyard, and feel like the same thing in both places. It was one of the flagship launches I produced across two years with the Marcom design team.

Approach

I produced across the identity system with the Marcom design team: environmental graphics, stage visuals, motion, interactive assets, wearables and swag. The work was quality control as much as production. I reviewed every deliverable for accuracy, gave the feedback, and tracked revisions and edits across seven channels and a set of product teams that all had to land in the same week. At Apple's scale an asset that ships slightly wrong is not a small problem.

Outcome

One identity spanning the virtual keynote and the physical campus event. Apple's own reporting put engagement up 40% year over year.

Credits

Team

Apple Marcom, Design (Events)

Client

Apple