AppleTV

For Apple’s 2024 Clio Awards submission, I scripted a showcase reel: A series of powerful statements that trace the evolution of the MLS Season Pass brand, interspersed with original footage and brand visuals against a driving soundtrack. The brand system was awarded a Clio Bronze.

As MLS Season Pass expanded to include original content from clubs across the league, a simple way to group and index content types was needed. A visual tile system with evocative names helps users navigate video on demand.

Close-up of a man with short hair and a beard shouting and celebrating with a clenched fist, in front of a dark background, with the text "Every Goal!" beside him.

Collage of three famous soccer players with a background of red, yellow, blue, and white brush strokes. Text reads "ICONIC Players."

Soccer player celebrating on the field with the text 'The Best of MLS'

Two soccer players celebrating a goal on the field with a crowd in the background, and the text 'Playoff Moments' at the bottom.

Two soccer players from LA Galaxy celebrating on the field, smiling and embracing each other during a game, with the 'Instant Replay' text overlay.

A soccer ball on a field with the text 'Beyond the Pitch' in bold letters above it.

UX and AX

To improve usability of the Apple Online Store across desktop and mobile, I partnered on a broad set of UX and accessibility updates. These ranged from purchase flows to refining interface patterns for screen readers and mobile navigation. The result was a smoother, more consistent shopping experience for all users.

Series of screenshots showing the process of customizing emojis on an iPad Pro, including selecting emojis, showing and hiding emoji options, and entering a first name for the emoji set.

A mobile screen showing a tutorial for personalizing an iPad Pro by adding emojis, initials, names, or numbers, with input fields for first and second lines, a show emojis option, save and cancel buttons.

Brand Voice

Part of a larger content design effort for Apple TV, this audit maps the history of Apple’s product naming conventions and defines the distinctive brand voices that have evolved over the years.