UNBOX YOURSELF
Insight-led Brand Strategy and Platform Development
Redefining Apple's employer brand around the individuality, passions and perspectives of the people who make Apple, Apple.
THE CHALLENGE
Looking beyond the traditional picture of talent.
Apple wanted to attract a broader diversity of people and perspectives, but traditional recruiting often defined talent by role, discipline or geography.
The opportunity was to tell a more human story—helping people look beyond the stereotype of an "Apple employee" and see a real place for themselves.
FROM PEOPLE TO INSIGHT
Understanding the person before the employee.
Through 100+ conversations with employees around the world, we explored their passions, motivations and experiences—and what ultimately drew them to Apple and made them stay.
What emerged was a richer picture of belonging—one shaped less by where people came from or what they did, and more by the values and passions that made them who they were.
100+
GLOBAL EMPLOYEE CONVERSATIONS
↓
HUMAN INSIGHTS
PASSIONS • VALUES • MOTIVATIONS
↓
6
VALUES-BASED PERSONAS
There wasn't one type of person who belonged at Apple.
Apple was what connected them.
THE STRATEGIC SHIFT
From recruiting around roles to understanding what drives people.
The research reframed how Apple could think about prospective talent—shifting the focus from roles, disciplines and geography to values, passions and motivations.
Rather than defining people by where they fit within the organization, the new framework focused on what made them distinct, helping prospective talent see themselves at Apple while giving the brand a more human, globally scalable way to connect.
THE STRATEGIC SHIFT
From recruiting around roles to understanding what drives people.
The research reframed how Apple could think about prospective talent—shifting the focus from roles, disciplines and geography to values, passions and motivations.
Rather than defining people by where they fit within the organization, the new framework focused on what made them distinct, helping prospective talent see themselves at Apple while giving the brand a more human, globally scalable way to connect.
THE STRATEGIC SHIFT
From recruiting around roles to understanding what drives people.
The research reframed how Apple could think about prospective talent—shifting the focus from roles, disciplines and geography to values, passions and motivations.
Rather than defining people by where they fit within the organization, the new framework focused on what made them distinct, helping prospective talent see themselves at Apple while giving the brand a more human, globally scalable way to connect.
THE IDEA
An invitation to bring what makes you different.
The research showed that Apple's people weren't connected by a shared background, discipline or career path.
Unbox Yourself turned that insight into a platform built around a simple idea: there was a place for you at Apple, and what you uniquely brought was part of what made you belong.
The people behind the insight became the people who brought the idea to life.
THE IDEA
An invitation to bring what makes you different.
The research showed that Apple's people weren't connected by a shared background, discipline or career path.
Unbox Yourself turned that insight into a platform built around a simple idea: there was a place for you at Apple, and what you uniquely brought was part of what made you belong.
The people behind the insight became the people who brought the idea to life.
THE IDEA
An invitation to bring what makes you different.
The research showed that Apple's people weren't connected by a shared background, discipline or career path.
Unbox Yourself turned that insight into a platform built around a simple idea: there was a place for you at Apple, and what you uniquely brought was part of what made you belong.
The people behind the insight became the people who brought the idea to life.
BRINGING THE PLATFORM TO LIFE
Building an evergreen platform designed to stay relevant across audiences and moments.
REAL STORIES
Employee-led films and features brought the platform to life through the passions, perspectives and experiences uncovered in the research.
CULTURAL MOMENTS
The idea flexed around relevant moments throughout the year, creating timely expressions without changing the core platform.
CONNECTED EXPERIENCES
The platform extended across content, digital, experiential and recruiting touchpoints, creating multiple ways for prospective talent to experience the employer brand.
BRINGING THE PLATFORM TO LIFE
Building an evergreen platform designed to stay relevant across audiences and moments.
REAL STORIES
Employee-led films and features brought the platform to life through the passions, perspectives and experiences uncovered in the research.
CULTURAL MOMENTS
The idea flexed around relevant moments throughout the year, creating timely expressions without changing the core platform.
CONNECTED EXPERIENCES
The platform extended across content, digital, experiential and recruiting touchpoints, creating multiple ways for prospective talent to experience the employer brand.
BRINGING THE PLATFORM TO LIFE
Building an evergreen platform designed to stay relevant across audiences and moments.
REAL STORIES
Employee-led films and features brought the platform to life through the passions, perspectives and experiences uncovered in the research.
CULTURAL MOMENTS
The idea flexed around relevant moments throughout the year, creating timely expressions without changing the core platform.
CONNECTED EXPERIENCES
The platform extended across content, digital, experiential and recruiting touchpoints, creating multiple ways for prospective talent to experience the employer brand.
MY ROLE
BRAND STRATEGY
INTEGRATED MARKETING
AUDIENCE INSIGHTS
I led research and strategic development for Unbox Yourself, conducting many of the 100+ employee interviews across global markets and translating those insights into six values-based personas and a new employer-brand strategy.
Working across research, strategy and creative development, I presented the thinking to Apple leadership and helped translate the strategy into an evergreen brand platform, with many of the employees I interviewed ultimately becoming part of the creative storytelling.
MY ROLE
BRAND STRATEGY
INTEGRATED MARKETING
AUDIENCE INSIGHTS
I led research and strategic development for Unbox Yourself, conducting many of the 100+ employee interviews across global markets and translating those insights into six values-based personas and a new employer-brand strategy.
Working across research, strategy and creative development, I presented the thinking to Apple leadership and helped translate the strategy into an evergreen brand platform, with many of the employees I interviewed ultimately becoming part of the creative storytelling.
MY ROLE
BRAND STRATEGY
INTEGRATED MARKETING
AUDIENCE INSIGHTS
I led research and strategic development for Unbox Yourself, conducting many of the 100+ employee interviews across global markets and translating those insights into six values-based personas and a new employer-brand strategy.
Working across research, strategy and creative development, I presented the thinking to Apple leadership and helped translate the strategy into an evergreen brand platform, with many of the employees I interviewed ultimately becoming part of the creative storytelling.
LET'S CONNECT
Have a project, opportunity, or idea worth talking about?
LET'S CONNECT
Have a project, opportunity, or idea worth talking about?
LET'S CONNECT
Have a project, opportunity, or idea worth talking about?
