Apple - iPad

A candy-colored, doodle-charged identity for the all-new iPad —
fun, versatile, and unmistakably Apple.

CHALLENGE

The redesigned “core” iPad brought major firsts — A14 Bionic power, all-screen liquid retina display, the first-ever landscape front camera, the new Magic Keyboard Folio, and Apple Pencil support. The brand needed a visual system as fresh, versatile, and approachable as the product itself.

SOLUTION

We leaned into the product’s vibrant new colors — blue, pink, yellow, and silver — and let them burst across the identity like pure CMYK dots and glossy candy. To bring a sense of creative play, we layered in Apple Pencil-inspired scribbles and doodles that were playful yet polished. Energetic layouts, crisp typography, and dynamic motion celebrated the iPad’s all-day versatility, positioning it as the ultimate fun machine — for work, play, and everything between.

IMPACT

Launched globally across Apple’s digital, retail, and advertising channels, the campaign reached millions and refreshed the iPad brand identity with a vibrant, modern edge.

ROLE

Led creative concept, art direction, and design, collaborating with leadership, brand, and marketing teams to deliver a campaign that matched the iPad’s energy and breadth.