Apple > Privacy
PRIVACY. THAT’S APPLE: Privacy technology is complex. To make it simple, we chose to use the app icons to tell their own privacy story. My art partner and I led a team of writers, designers, and developers to show how Apple’s core value of “Privacy by Design” benefits the average consumer who uses our products and services. By using iconography and UI, we were able to create playful interactions within the app world. The copy is friendly, but gets straight to the point. Art and copy work together in an informative yet playful style that’s unique to Apple’s brand. The language is written with a hint of wit, and technological concepts are explained with visual metaphors that entertain, educate, and keep the user engaged. Our simple corporate page raised awareness of privacy intrusions and increased the number of people opting out of mobile tracking. Two months into the launch, our site traffic peaked at 330%, with 54 news articles across 9 countries endorsing our “Your business is not our business” approach, and questioning if competitors will follow suit.