Retail & iTunes work for Apple

Apple's retail and iTunes surfaces demand a particular kind of restraint: typographic precision and layout discipline, with no room for noise. The bar was rising in real time. Through 2016 and into 2017 Apple was retiring Myriad, its corporate typeface since 2002, in favor of San Francisco, the in-house font built screen-first for legibility from the Apple Watch up, with wider apertures, more open letterforms and optical sizing that shifts between Text and Display variants. Retail typography had to read cleanly at every size and align with a type system Apple was unifying across macOS, iOS, watchOS, tvOS, hardware and marketing all at once.

I created typography layouts for the retail website, designed direct-marketing surveys for national and international audiences, and developed iTunes purchase-history e-commerce concepts, holding Apple’s exacting type and grid standards as the brand moved onto San Francisco. I also contributed to Carbon, Cosmos and Irvine Apartments work alongside Sapient and Razorfish under Publicis Groupe.

Shipped interactive web and iOS work for Apple retail, plus a body of polished concepts across the agency's client roster. The typographic direction the work moved with proved durable: Apple.com committed its body text to San Francisco in January 2017, ending Myriad's fifteen-year run, and San Francisco remains Apple's system typeface across every platform today, the screen-first legibility standard much of the industry followed.