Beats Pill⁺ launch
Tone of voice · Product launch · UI copy
The Pill⁺ was the first fully redesigned product after Apple acquired Beats. The sleek portable speaker had a complete overhaul from the original model — all new insides along with the fresh look on the outside. So in order to sound like I knew how a speaker worked, I had to become a product engineer — fast. Turns out that required years of school and too much math for an artsy fart. So I worked closely with Apple's team of engineers to grasp the understanding of the specs and then translated them into Apple's conversational voice sprinkled with Beats' signature personality. The launch campaign featured an overview microsite that even a monkey could understand. Cue the Coldplay video.
Official product tagline on packaging
Beats Pill+ app
With the launch of the Beats Pill⁺ speaker, we also launched an app that gives you more ways to play your music. I worked closely with Apple's product team to create a seamless, easy to understand experience from "The Set-Up" to DJing the room.
Within the app is a name generator for your Pill⁺ — which makes it easier to sync over Bluetooth when multiple speakers are involved. After you hit “Generate a name” it’d go something like this…
…until you find the one.