Artworking ❋ Digital Design ❋ Layout
Joining the newly established Today at Apple Team at Hogarth Worldwide as a Junior Designer in 2018 was an unforgettable experience.
My role involved collaborating with a senior Art Director on the creation of Today at Apple sessions, a newly launched retail initiative at Apple that became central to all new store designs and refurbishments. I worked as part of a global team with hubs in Cupertino and Singapore. Together, my Art Director and I oversaw the entire Today at Apple output for flagship stores across the EMEA region, including Regent Street, Covent Garden, Champs-Élysées, Piazza Liberty, and Dubai Mall.
This role evolved significantly over the three years I was there. I expanded my work to other areas of the Apple business eventually leading to my work with Beats by Dre and received Apple Design training.
Overview of my role.
Section 1
Today At Apple
From musicians to painters, Today at Apple showcased a vast range of creative talent and it was my job to ensure that talent’s work looked great in Apple’s retail spaces.
This would often involve extending images (in the days before Gen A.I.) and retouching elements to ensure they complied with Apple’s ethos, for example, retouching out cigarettes or weapons.
Image selection was also a major part of the role, working with my Art Director at the time, I learned about what makes a good image, and how that can affect the space that it occupies.
Being entrusted with a core element of Apple’s retail space was an incredible opportunity that taught me most of the day-to-day skills I rely on as a designer.
Section 2
Receiving Apple design training was a turning point in my role, as it enabled me to assist other teams and expand my skills as a designer.
From YouTube thumbnails to Covid 19 Safety guides, I did a large amount of localisation for Apple. Working with native speaking copywriters, I localised projects in over 26 different languages, including non-latin languages, such as Arabic and Korean.
This part of my role also baptised me in the laws of typography.
Aside from where a copywriter would insist on it, making line breaks as aesthetic as possible was a top priority, ensuring smooth readability.
Localisation
