RoleInteractive Design Intern, Marketing Communications Group
As a design intern in the marketing communications group, I created web page layouts and graphics for various sections of Apple.com. When I first began the internship, the internationally-attended World Wide Developer's Conference was fast approaching so I earned many hours of overtime working on updating the design of the event scheduling application, and promotional graphics for the convention.
Along with one other intern, I worked on the creative direction including layout, typography and color choices, photography, and Photoshop productions of the features page and advertisements for the New iPod Touch 5G.
In order to market the device to the target age range of 12-22:
- Typography was made more playful by coordinating the type color with the palette used for the device body
- Content chosen to be placed in the screens of the products had a distinctly authentic, social, and fun feel while also being high-quality and color-coordinated to harmonize with the product hardware displayed in the ads
- Grids were strategically broken to suggest spontaneity and interactivity as well as subtly influence purchasing decisions
Designing for Demographics
The iOS6 ads were created to appeal to a very broad general audience and highlight the new product features. The task of organizing a large amount of information and graphics was made more complicated by the rigid style guide, which called for very exact spacing around each app icon and the placement of the logo. However, overall the limited color palette and prescribed typographic hierarchies allowed for the information to be scanned and the digested at different levels of the viewer’s choosing.
As I joined the company only one month away from WWDC, most of the graphics assets had been created, and my role in aiding the team focused on updating the Schedule Application described in the section below. Nonetheless, I aided in Photoshop Finishing on some of the larger environmental graphics and ads.