With an emphasis on powerful language and imagery befitting the new black finishes, we created a webpage with expandable drawers that allowed us to elevate the key enhancements of iPhone 7 via a system of icons and badges — allowing consumers to quickly scan through the new news. And if a particular enhancement caught their eye, they could click to expand each section for a deeper dive on the innovation behind it.

The headline “This is 7” is, at its core, unapologetic. And we set out to reinforce that tone through a stark and bold design that takes its cues from the new black finishes — primarily utilizing images of the glossy black device that underscore its dark side through subtle lighting effects that are revealed as the user scrolls or swipes.

Anticipating the bulk of the site traffic would be mobile, we ensured a detailed overview of iPhone 7 could be delivered in just a few swipes. And the accompanying expandable drawers allowed us to house galleries of the product, showcase photography shot on iPhone 7, and demo the functionality of multiple new UI features.

Results for Apple.com are classified as confidential.