What I did

Project: Signage Guidelines for Apple Events

• Role: Co-creator, writer, content strategy

• Company: Apple

• year: 2024-2025

Problem

Apple Events is a professional service with an internal agency model, working across several groups within Apple. While their leadership and organization is strong, most of the knowledge of how to produce events remains within the group. But as they partner with external agencies and key groups within Apple, it became clear they needed to begin to share their knowledge.

For signage in particular, they had been doing things a particular way without really knowing why. Instead they simply rinsed and repeated.

Solution

I developed copy guidance and then partnered with design to develop the first-ever event signage guidelines.

When it came to deciding on casing, there was no guidance across marcom for physical signage, and every team seemingly had their own take. Ultimately, I defaulted to web guidelines which lean on title case for easier navigation on the web, even though other teams were moving towards sentence case in most instances for headlines. I partnered with Marcom and Developer Marketing to confirm this made sense, in addition to confirming the best way to use ending punctuation. Overall, we determined together that there was somewhat of a blank canvas to allow teams to be creative, but that we should start making recommendations for what felt most appropriate, and when.

Impact

Easier knowledge sharing, centralized information, and a place to point partners to has saved the group time.

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