iMessages · Apple

A vector library for iMessage

Hundreds of fully scalable iMessage screens, built once and reused everywhere across Apple’s launch marketing, from web to print to the keynote.

Hundreds

Scalable iMessage screens

Vector

Pixel-perfect at any size

Every surface

Web, print, motion, keynote

Reusable

One library, many campaigns

Company

Apple

Project

iMessages

Time

2013–2016

Role

Production Designer

While at Apple, I meticulously constructed hundreds of fully scalable vector iMessage screens. Built as reusable masters, these files fed marketing across every platform, web, print, motion, and product-launch keynotes, so any team could drop in a perfect screen at any size without rebuilding it.

Built to feel real

The screens had to read as genuine conversations, believable enough to anchor a hero image or a lifestyle shot, so I designed them with real-feeling content and Apple’s exacting attention to type and spacing.

A reusable screen library

Rather than redraw a screen for every campaign, I built a library of fully scalable vector masters. A new conversation, a different time of day, a fresh notification, all came from swapping a layer, not rebuilding the file.

From the keynote to the street

The same masters carried from a forty-foot keynote slide down to a web thumbnail and out into lifestyle photography, never losing a pixel of crispness.

Impact

Hundreds of screens

A scalable vector library that covered Messages end to end, reused across campaigns.

Any size, no rebuild

Pixel-perfect from keynote stage to web, straight from the master files.

Faster launches

New scenarios came from swapping layers, not redrawing screens.

Reflection

This was systems thinking before I had the words for it: the win wasn’t any one beautiful screen, it was a reusable library that let a marketing org move at Apple’s pace without the craft ever slipping.

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