Apple at Work
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IconographyA proposal developed for Apple at Work, exploring what an icon for the platform could be. The brief called for a single symbol, but the reality of modern work proved far more complex. Across industries and disciplines, no single form could capture the diversity of how people operate today. The solution expands into a system of thousands of icons, each representing the tools and workflows of small businesses. Integrated with Apple solutions, the system becomes a flexible language that reflects the many ways work gets done, turning variability into a cohesive and scalable identity. The work progressed through multiple rounds in Cupertino, reaching final review with Apple’s leadership before the decision was made to move forward without an icon.
ECD: Pablo Marques, Marco Pupo | Head of Design: Carlos Matias | Designers: João Paz, Neil McLean, Hector Gruyer | Artists: Luke Choice (Velvet Spectrum), Jordon Cheung, Groba Studio, Eliot Wyatt
Role: Design Lead, Art Director, Illustrator
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