Each year, Apple launches a global campaign aimed at Android users who are on the fence about switching to iPhone. We were tasked with creating a visual identity system that reflects the ease, simplicity, and confidence of making the switch.

Our goal was to design a unified and flexible campaign identity that resonates with switchers everywhere—creating a cohesive, recognizable experience across all global markets.

Inspired by the Move to iOS app, the campaign logo is derived from the toggle switch used during the data transfer process. This symbol visually reinforces the effortless transition from Android to iPhone, serving as a direct metaphor for switching.

The campaign was localized across 50+ markets in more than 15 languages, tailored to fit each region's unique cultural tone and consumer mindset. Each adaptation maintained the integrity of the core system while allowing room for custom messaging and visual nuances.