IPAD MINI
IDENTITY DESIGN & ART DIRECTIONCreative Direction: Rob Sherwood
Art Direction: Lucien Ng, Bella Huang
Design: Serena Ho, Bella Huang
For the 2024 iPad mini campaign, my team was challenged with creating a fresh look for a product that was being released in four new colors and with an updated A17 Pro chip, but whose form factor would remain more or less unchanged. Our solution was to hone in on the iPad mini’s petite size; so small, in fact, that it can be held in a single hand, leaving your other hand free to easily take notes, draw, or read on the go. We created a rich suite of screen content that not only highlighted the four new hardware colors, but also the newly announced capabilities of iOS 18, Apple Intelligence, and Apple Pencil Pro. Each screen was tailored to speak directly to iPad mini’s devoted fans, including teachers and students, artists creating on the move, and small business owners using the mini to manage their busy, mobile lives.
↑ Various screens created to show off the most popular apps used on iPad mini.
↑→ Screen content, subject matter, and art direction were designed to highlight newly announced products and features such as iOS 18’s Math Notes and the Apple Pencil Pro.
↑ Glowing colors were used throughout the art direction to hint at Apple Intelligence, which the new iPad mini,
powered by the A17 Pro Chip, would be equipped to handle.
powered by the A17 Pro Chip, would be equipped to handle.