(content + editorial strategy, creative direction, copywriting)
When the Apple Public Relations team needed a new site, my agency was tapped to develop a modern solution for announcing Apple news—directly from the source.
After exploring all use case scenarios that expanded beyond text-based press releases, we proposed making a dramatic shift away from Apple's non-responsive list of documents. We convinced them that Apple should have a PR site that could be used by all—not just the media and journalists. However, the true challenge would be creating a site that would adhere to the high creative standards Apple had set for itself.
Working closely with the Design Creative Director, we knew stakes were high when creating something entirely new for a company that is famous for usability and style. Together, we mapped out an aesthetically beautiful and seamlessly functional repository of information that Apple would want to share with the world.
I developed a thorough set of content strategy documents, created a scalable tagging system, proposed an exhaustive list of names, a modular roadmap, a PR tone of voice document, and editorial guidelines.
Apple would no longer need to manually scatter news and announcements across many channels… or simply refrain from sharing at all if there was no live event scheduled. We gave Apple a visually dynamic site that could be easily updated with timely and well-crafted articles whenever news broke.
After launching the MVP, we developed a variety of content types that included visually-rich articles, and rapid response announcements.
I assembled a copywriting team to help the PR department adopt the new natural language style for articles, update legacy press releases, and develop new work using my editorial guidelines instead of the traditional press release style of writing.
I then worked with the developers to add search capabilities with advanced filtering options.
