Apple’s October product launch had a huge artistic and creative focus. The event was held in Brooklyn, New York, and Apple released new devices geared toward creative professionals. Guided by the theme, “There’s more in the making,” we invited artists from around the world to design their own Apple logos for the event. All told, hundreds of original designs were created on Apple devices. With a multitude of logos on hand, we set about making each invitation to the event unique. Word of these one-of-a-kind designs quickly got out, generating a tremendous amount of viral publicity. On the day of the event, the logos adorned banners, badges, and collectible giveaways. This culminated with a logo animation at the start of the show, celebrating a wide range of creativity in all its forms.