(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 press releases. Apple could have a PR site that could be used by all—not just the media and journalists. However, it would also need to be 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 famous for usability and style. So we worked diligently to map out an aesthetically beautiful and seamlessly functional repository of information that Apple would want to share with the world. I also developed a thorough set of content strategy documents, created a scalable tagging system, proposed an exhaustive list of names, a modular roadmap, and a PR tone of voice document.
No more scattering news and announcements across many channels… or not sharing at all without a live event. 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 rich variety of content types that included visually-rich articles, and rapid response announcements. I created editorial guidelines, assembled a team to update legacy press releases, and worked with the developers to add search capabilities with advanced filtering options.
After the successful launch, I trained and led a team of writers to assist with the transition to natural language articles and away from traditional press release writing.
