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Ahead of Apple App Store’s 10th anniversary, a brand and product evolution was assembled. In its first 10 years, the App Store attracted developers, created the app economy, and transformed how people live, work, and play.
Surpassing expectations, the content within outgrew its container. It became overwhelming to discover apps and the App Store became a soulless container.
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Surpassing expectations, the content within outgrew its container. It became overwhelming to discover apps and the App Store became a soulless container.
RESEARCH
8 Countries
96 Developers
47 Companies
41 Stakeholders
117 Users
DESIGNED FOR DISCOVERY
To reignite the magic, we gave the platform a distinctive voice and look. We plotted new behaviors that would exceed users’ expectations.
DYNAMIC Unpredictable in a delightful way, offering up little surprises to those curious enough to seek them out.
VIBRANT Full of life, enthusiasm, and buzz. The words we choose and flow we construct are bold and energetic.
MODERN
Current and of-the-moment. Dapper and sleek. We take what’s trendy, and we give it a timeless edge.
Team ︎︎︎ App Store
Strategy ︎︎︎ Caleb Rabinowitz
Strategy ︎︎︎ Rachel Salinas
Creative ︎︎︎ Mickey Stratton