apple > Environment
HAS A PLAN: It’s Apple’s biggest ambition yet. By 2030, every product will be carbon neutral and made with 100% recycled and renewable materials. Communicating this to a skeptical audience of Gen-Z consumers, NGOs, and governments required a long-term vision. One that didn’t rely on greenwash troupes and empty promises. It also required focus. The existing website tried to serve all audiences. My partner and I directed the team to narrow the focus down to customers, and drive the fact-checkers to the hard data in the reports. The writers took proof points from the annual Environment Report and turned them into innovation stories that everyone could relate to. Our designers developed a playful design system that all of Apple uses. Applying clever art & copy, the team put product at the center of the story; not solar panels, wind farms or corporate promises. By making this shift in visual storytelling and tone, we set Apple apart from other companies with similar environmental claims. What started as a compliance website has now become a reason to buy Apple: the products you love also love the planet.
Earth Day Homepage Takeover
AR Activation w/Snapchat
