Brief:
Apple’s Worldwide Developers Conference (WWDC) is an annual weeklong event in San Francisco. It celebrates the app developer community and introduces new and updated products. Each year, Apple creates a highly anticipated email invitation for WWDC along with a giant welcome banner, promotional signage, wayfinding banners, T-shirts, and more. The work is appreciated by attendees and gains additional, international exposure when it appears in developer blogs and social media posts.

Brand History:
Apple Inc. is an American company headquartered in Cupertino, California. Apple’s Worldwide Developers Conference (WWDC) is an annual weeklong event in San Francisco. WWDC celebrates the app developer community and introduces new and updated products.

Solution:
For WWDC 2016, we spoke the developers’ language with a concept inspired by the Swift programming language and its colorful appearance. A coding tradition is to write “Hello, World” as the first line when you’re getting started. We used that as a jumping-off point, changing “Hello, World” to lines referencing apps such as “Hello love at first swipe” (Tinder) and “Hello self-combusting selfies” (Snapchat). WWDC fans loved the concept, fully engaging in deciphering the lines to identify the apps.