Apple
Visual Communications Design Challenge
Designer — Narrative Structure, Visual System, Speaker Script | 2026
"Design a presentation introducing a hardware engineering leader to new employees and inspire them as they begin their journey at Apple."
The brief meant every decision — who this leader is, what they believe, how the story flows, and what the audience should feel as they walk out.
The Approach
The brief asked for an introduction and inspiration, but I wanted to go deeper. A new hire doesn't just need to know who their leader is — they need to understand how she thinks, why the work matters, and why their arrival at this moment is significant. So instead of building a slide deck, I built a narrative.
I started with Nia as a real person with a real point of view, not just a title and a tenure. From there, the deck moves through four ideas: why Apple only builds what the world can't do without, why that work carries real responsibility, what's shifting in the industry, and why new hires are arriving at exactly the right moment. The visual language stays within Apple's aesthetic, but the script gives it warmth. The goal was for a new hire to leave that room not just informed, but genuinely moved.
The Deck
The presentation spans six sections: Welcome, Introduction, Why It Matters, Apple's Purpose, The Industry Is Changing, and a Closing Call to Action. Dark full-bleed slides carry the big statement moments. Light slides hold the detail.
The introduction leads with a single line that sets Nia's philosophy before she introduces herself — 'Better questions build better things.' The purpose section is anchored by a Steve Jobs quote that reflects how Apple thinks about its relationship with the people who use its products. The industry slide uses a single repeated element, the dot, arranged differently for each category to show how Data disperses, Robotics expands, and AI converges.
Built in Keynote with motion used sparingly to support clarity rather than decoration.
The Outcome
The design challenge advanced through multiple rounds of review, reaching the final leadership interview stage at Apple. The work was evaluated across both visual and narrative dimensions by Apple's Hardware Engineering communications team. The goal was never just to look like Apple — it was to think like Apple.