Articulating design principles that deliver a unified brand experience around the world
While we used boutique partnerships to emphasize the versatility and range of Watch, we knew the launch within Channel should be different. Because of the sheer scale of Channel, we decided to double-down on the Apple product experience as a way of exposing the brand to an even wider audience. To do this, we cemented the principles that create a great Apple product experience and let those guide all decisions for Channel. For example, we always make sure to employ a generosity of space to display our products, even within a limited footprint. We also translate the premium environmental materials used in store in a way that makes sense for a wide range of Channel partners around the globe. To draw customers in, we use beacon graphics and worked with retailers to ensure prime position within the store. The goal was to ensure that our products are the hero in any environment.
