Mockup started by borrowing Apple’s world: SF Pro, system colors, and an Apple Pencil as its logo. I gave it its own. First came a vibrant digital purple, bold enough to stand out in the App Store, designed to inspire as much as to differentiate. The app icon was soon picked up by Apple, featured in the WWDC23 Keynote and the iMac announcement video in October 2024.
With color came a system. A playful palette to support the product’s creative core. A modern typeface, Host Grotesk by Element Type designed specifically for UI, that balances clarity with character. Together, they gave Mockup a recognizable and flexible voice.
The Liquid Glass update marked a shift. It was the right moment to evolve Mockup’s icon into a true logo, one that could work beyond the App Store, across every expression of the brand.
(Here you’ll add your logo story.)
To speak to its audience, Mockup needed more than words. I built a set of illustrations combining UI elements, tools, and gestures, layered in gradients of the brand palette. They created immersive visual worlds used across onboarding, the paywall, in-app events, and social. They also became the face of multiple App Store features, from “App of the Day” to “Apps We Love” in over 165 countries since November 2024.
Photography brought the brand into the real world. I set the art direction: bold, high-contrast images, lit by flash or natural light, staged in creative spaces. While the team chose to use royalty-free images, I curated and edited them to match the vision, creating a distinctive, recognizable look.
