Creating bold, dynamic visuals for Apple’s internal campaigns. Refreshing brand identities, newsletter artwork, and poll graphics
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Unlimited Possibilities
Apple approached Jellyfish to rebrand Unlimited Possibilities: Sports Edition, their internal training initiative, with a launch timed to coincide with the Paris 2024 Olympics. While direct Olympic brand references were off limits, the brief called for a campaign that captured the same spirit of global inclusion, energy, and movement. I was tasked with refreshing the logo and developing a new graphic style that felt distinctly Apple —sporty, dynamic, and refined.
The final concept drew abstract inspiration from the Olympic rings, using overlapping shapes to convey motion and unity in a subtle yet elevated way. The new identity was rolled out across a wide range of digital and print assets, including GIFs, digital badges, pins, posters, and leaflets, localised for 22 global markets. A key achievement was gaining client approval to completely redesign the logo, moving away from the original serif typeface in favour of a modern mark that aligned with the updated visual direction and gave the brand a confidently athletic edge.
Newsletter Artwork
Following the success of the Unlimited Possibilities project, Apple commissioned a new series of artworks for their internal platform, this time focusing on newsletters and polls. The brief was clear - create dynamic, visually engaging graphics that made bold use of colour.
For the newsletter artwork, I drew inspiration from traditional newspaper printing presses, reinterpreting the geometric forms created as reams of paper move through the machines. These structural shapes were paired with vibrant multicoloured gradients, influenced by the Apple Intelligence palette. The result was a striking visual that blended historic processes with cutting-edge technology, symbolising the evolution of Apple’s weekly digital newsletter.
Poll Artwork
The poll artwork was curated by crafting visuals that referenced the familiar visual language of traditional poll charts and graphs, reimagined using Apple’s bold colour palette. This helped create a clear and engaging representation of a poll while staying true to the brand’s elevated and modern aesthetic.
