Apple

The App Store

My Role: Sr Conceptual Designer
Project Name: App of the Week

In 2009 I joined the iTunes design as a visual designer assigned to the App Store, a new department just getting off the ground. Some of the projects would include additional designs for multiple devices and geos.

Project Name: App Store Collections

While the App Store continued to expand significantly over the years, it led to the emergence of new categories and genres that required specialized treatments and content. The evolution brought about the need for unique icon developments tailored for these distinctive category breakouts within the store.

Years: 2009-2013 

Project Name: Kids Apps Category Icons
My Role: Visual Designer

Here are some explorations for icon designs for new categories on the iPhone app. Part of my process is to sketch or draw out the concepts on paper quickly and then bring them to life with 3D and digital illustration tools.

Project Name: iTunes Collections
My Role: Team Lead

As part of my responsibilities, I spearheaded the development of the visual identity for editorial promotions within the iTunes app store, aligning them with the distinctive Apple brand. Given the unique nature of the App Store's genre, which allowed for illustrative designs, we delved into a whimsical and illustrative aesthetic that set us apart from other departments.

One of the notable projects was iTunes Collections, a category spanning various genres, necessitating distinct header images for each category. The examples showcased below are all my original contributions to this collection.

Phase 1 involved conceptualizing each piece through briefs and pencil sketches. In Phase 2, we refined the direction by creating design mockups, exploring 2-3 different approaches. Finally, in Phase 3, upon selecting the final design, I localized each image into 15 languages and 10 different sizes, seamlessly integrating them into the content management system for review and publication.

These collections remain in use on the iTunes App Store, now transitioned to Apple Music. Here are some of my favorite creations that continue to be featured today.

• Cooking

• Band in Your Hand

“Working with Ashley on the iTunes App Store team at Apple was awesome. She really helped me to get my feet on the ground at Apple. She's an incredibly talented designer and a trusted source for creative inspiration and providing constructive feedback. She spearheaded several design initiatives and led the team through many sprints and launches as we had aggressive deadlines to produce a large number of assets. I always enjoyed working with Ashley and chatting about music and art!”

- Trevor Hacker, iTunes App Store 2009-12