Supercharged For iCloud+

Client

Apple

Intro

iCloud+ is Apple's premium subscription version of iCloud that gives people more storage and powerful privacy features. To communicate its benefits, we developed a global brand identity based on a simple idea: iCloud+ supercharges what your device can do.

Our concept sprang from the service's iconic cloud symbol. We turned each circle of its shape into a piece of the identity, representing apps, photos, and Memojis. Motion also took its cues from the cloud itself: how it forms, dissolves, drifts, and builds energy, reinforcing the idea of everything always being in sync.

Photos are the heart of iCloud+. And because memories happen everywhere, our photography goes everywhere, capturing places, cultures, and people.

Collaborators

GCDs: Chris Trumbull, Naz Arandi, and Sean Murphy
CDs: JC Abbruzzi, Siavosh Zabeit, and Nuno Ferreira
CWs: Emily Leonard and Meddy Hurd
ADs: Amy McGinty and Patty Toner
Photographers: Abdullah Alshayji, Jhalin Knowles, Ola Allouz, and Vikas Maurya
Production: Buck
Producers: Collin Blower and Alex dos Santos