01 · Apple Museum, Prague · 2017–2018 · Web, brand and communications

The world's largest private Apple collection

A brand and a digital presence for a museum built on one of the most disciplined identities ever made.

Brand strategy
Creative visual work
Media management

The situation

The museum held 472 exhibits across 767 square metres in Prague's Old Town, and presented itself as the largest private collection of Apple products in the world. I built and ran its digital presence: the website, the social channels, enquiries and public relations, self-directed from concept to publication with no approval layer above me.

The problem

The subject is one of the most disciplined visual identities ever made. The museum needed a voice that honoured it and stayed unmistakably its own.

The approach

A dark ground. The original rainbow spectrum used structurally rather than as decoration. Pixel typography quoting the earliest Macintosh interface. Content ran from a rotating one-word hero through pop-art portraiture to an interactive decade timeline, in eight languages.

Homepage. Rotating single-word hero, spectrum rule, pixel typography.