URL was never the destination. It's the on-ramp to the IRL stage for Apple's creative pros.

Today at Apple, Apple's in-store program of creative workshops and performances, served the customers who showed up. It ran on the creative pros who shared their craft, but once the room emptied, so did their connection to the community they'd just sparked.

Benchmarked against Behance, Creative Mornings, and Skillshare, the white space was one ecosystem that did all three at once: showcase work, spark in-person connection, trade skills. So we dovetailed the in-store program with online Creative Pro profiles.

IRL, Apple Fest: features their work through in-store screenings and performances
IRL, Show & Tell: features them through talks and demos
URL, Today at Apple Profiles: lets the community discover, vote on, and submit the work that earns a spot at those events

My Role

Experience strategy and concept design: I benchmarked the competitive landscape, then shaped the framework that connected the online community to the in-store stage.

The Bet

Give the pros a stage, and Apple deepens its in-store draw while turning its most passionate users into the people who market it. A brand built in service to its people grows loyal ones.

Credits
Future of StoryTelling, for Apple // Project Manager: Josh Raab