Case Study: Apple

Making design systems work seamlessly across a global organization.

Core Creative at Apple partnered with cross-functional teams to implement a new, unifying digital design system, ensuring every product launch and campaign maintained the cohesive, best-in-class experience Apple is known for.

Armed with the insight that large teams working across different product areas needed unified standards, we embarked on a comprehensive journey to transform how Apple delivers digital experiences at scale.

Our work included developing new design protocols, implementing a scalable component library, and creating streamlined workflows between Core Creative and Design Systems teams, all while rapidly prototyping to bring the vision to life across apple.com's high-profile launches and campaigns.

As a conduit between Core Creative and Design Systems, I led them to work holistically with co-creators across the organization in an effort to concept, document and implement a unifying design system and component library that guarantees consistency, flexibility at scale and effective workflows. Our efforts resulted in a more cohesive and efficient design process where teams can easily access standardized components, implement consistent brand experiences, and collaborate seamlessly—making the creation of world-class digital experiences as refined as the products themselves. Launched alongside key product initiatives, this end-to-end design system brings to life Apple's vision of innovation and excellence, adding efficiency and consistency to every step of the design and development process—while staying true to the brand's commitment to exceptional user experiences.