As Apple entered the then-nascent world of contactless payments, I was fortunate to lead the team responsible for all creative for the global launch of what became Apple Pay. For this entirely new product vertical, we created a system encompassing product naming, design, web, film, collateral, guidelines, and in-product work. We also worked closely with global banks and retailers on co-branding and integrations both online and at point of sale, and created a “self-serve” system for medium and small business to get all materials needed to get up and running, whether they were online, brick-and-mortar, or both.

At launch, Apple Pay became an immediate hit, with tens of thousands of retailers accepting payments on day one, and hundreds of thousands more soon following. By the end of its first year of existence, there were well over a million different places to use Apple Pay, it had become the most used contactless payment system in the world, and the technology was well on its way towards being implemented for public transportation and event tickets, travel, and more.