Apple

Led the Apple Watch launch and iPhone release across all channels. Defined and conceptualized user experiences, wrote wireframes and messaging for marketing site, direct marketing, and in-store interactive experiences, and helped localize international Apple Watch launch.

Impact

• Helped identify, unite, and drive the overarching strategic and creative vision for the brand across all media, and platforms
• Successfully translated business objectives into intelligent solutions
• Led brand and UX writing for an in-store interactive experience
• 36MM units sold during the launch window, as cited by CNET

Roles

• Creative Direction: Brian Thompson
• Style Guide: Apple / Brian Thompson
• UX Design: Apple
• UX Writing: Brian Thompson / Apple

Brand and UX writing for desktop, mobile, and in-store

Process: Identifying opportunities and Launching them

solutions

• Interviewed business unit leads from metals, glass, polymers, and leathers
• Researched the manufacturing process for all Apple Watch materials
• Presented business case for celebrating the manufacturing process

solutions / Impact

• Celebrated the amazing facts and science that go into manufacturing
• Provided proof points of Apple Watch quality in engaging stories
• Successfully launched Materials

In-Store Interactive

Solution

Created an interactive Apple Watch functionality demo linking and the Watch with an iPad.

To help teach, people tap the Watch and the iPad explains the function.

To help learn, people tap the iPad and the Watch performs its functions.

Impact

• First of its kind in-store demo
• Incredibly powerful teaching tool
• Installed in Apple stores worldwide
• Helped drive sales launch

Conclusions

Apple Watch was a whole different ball game. New thinking. New technologies. And a new category. So it seemed only fitting that we set out to introduce it to the world in new and engaging ways.

Giving people the means to see it, learn about it, and feed their desire with the fruits of strategic planning, enhanced user interaction, and ideas that spanned broadcast, print, in-store, packaging, and of course the site.

Impact

• Successfully translated business objectives into intelligent solutions
• Led brand and UX writing for an in-store interactive experience
• 36MM units sold during the launch window, as cited by CNET

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