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Refreshed Apple.com

AppleRefresh
Today Apple released a few new products at their developers conference but they also released a new design for their site which brought a new visual design and content organization. Those of you who are regulars to the site probably saw the change coming as they have been moving away from the Aqua style that was launched with OS X to a cleaner and more modern design that mirrors the brushed titanium look of the towers and Pro notebooks. The content was simplified into 6 main nav options so you will have to re-find some of your favorite sections. The Store and iPhone were untouched but the Mac and iPod+iTunes sections got the biggest overhauls with a horizontal scrolling product explorer to see all their offerings. It is a clean experience that brings focus to the top of the page but I struggle with the rest of the content pages as they all now use Web 2.0 technology where modules have sliding tabs that reveal more info about the content. It is a nice way to get a lot of content into one page but some of the pages use so many that it feels overwhelming and you don’t know where to start exploring. They are always tweaking and tuning the design so it will be interesting to see if this system continues over time or if it moves towards the more simplified theme we have seen and evolved in the past.

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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