Apple Decompression

Overview

Decompression is Apple’s annual internal celebration following the September launch event, held in San Francisco for all full-time employees as a chance to relax and celebrate the months of effort leading up to launch. Each year the party is themed around flagship product features, and in 2025 the theme was Orange Crush, inspired by the iPhone 17 Pro’s new signature color.

The art direction this year was briefed as punk—visceral, liquid, sexy, with a rock-and-roll edge. Thus, drawing from the cultural icon of the Orange Crush soda, the design concept centered on a custom bottle cap motif, blending rebellious energy with a refreshing, celebratory spirit to create a bold visual identity for the event.

In just three weeks, the team developed a full identity and asset system for Orange Crush. Deliverables included a teaser campaign (color concealed “Save the Date”), digital and physical invites (emails, banners, RSVP graphics, posters, photobooth backdrops, building plinths), event motion design across 9 screens in 4 ratios, and a custom drinks menu tying back to the theme.

BTS