Moving from user friendly to work friendly

Apple’s brief was explicit: grow B2B from $20B to $100B in four years. The cultural hurdle was bigger: overturn entrenched myths about security, compatibility, and manageability that kept Apple out of the enterprise stack. We had to shift the narrative from “great for creatives” to “built for business,” proving deployment at scale, airtight security, and seamless integration with existing tools—so CIOs, CFOs, and IT leads could choose Apple with confidence.

Insights: People do their best work when they love how they work. The most powerful enterprise tools are the ones employees already love at home. When IT offers choice, over 80% choose Mac.

Vision: Position Apple at Work as the people-first productivity platform that employees choose and IT trusts, normalizing employee choice, proving security and compatibility, and converting personal affinity into measurable business performance.

We built a modern, unmistakably Apple identity that flexes across every touchpoint—from employee-choice emails and IT comms to product-led art direction and executive narratives—so the story reads as one system. Using SF type, disciplined layouts, and UI-led imagery, the language travels cleanly through decks, site, partner co-marketing, and field materials while making security, compatibility, and deployment easy to grasp in any format.

We produced a series of tabletop videos that show Apple’s simplicity across the organization—from IT deployment to security to everyday work. Each piece is modular and shot from the user’s point of view, using in-device UI, clean sets, and a little wink of fun.

We paired iconic Apple product photography with unstaged, documentary lifestyle to capture real moments of modern work. Hardware stays crisp and legible; the lifestyle quietly proves productivity and choice across settings—from home to HQ to the field—so the imagery feels true, current, and unmistakably Apple.