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Fresh looks for your favorite creative tools.
Client: Adobe
Project: Visual Language
Years: 2020, 2021, 2022
Art Direction
Branding
Graphic Design
Overview: While in-house at Adobe’s Studio, we developed visual identities for Document Cloud and Express. We created comprehensive style guides and imagery kits, including brand guidelines, templates, preassembled visuals, and resource catalogs.
The Ask
Adobe needed visual identities for its legacy brand, Document Cloud (Acrobat), and its newer product, Express, each distinctively unique in expression but connected to the broader Adobe brand.
The Solution
We developed a comprehensive imagery system that showcased the products in a fresh and engaging way. This resulted in full imagery libraries, editable template kits, and style guides, which were implemented across digital platforms and marketing assets globally.
Template Libraries
We art directed a team of designers to build a cohesive and extensive set of editable assets, PDFs for Document Cloud and templates for Express, to simplify marketing production and maintain brand consistency.
Step 1: Select clay device type and brand, background color.
Step 2: Add a designed PDF from the template library.
Step 3: Display each UI panel with its corresponding tool button.
Step 1: Select a template from the library.
Step 2: Add each UI panel with its corresponding tool button.
Step 3: Add each UI panel with its corresponding tool button.
The Formulas
We created simple yet effective frameworks for producing these images, combining the templated creative assets with various pieces of product UI device components.
Image Libraries
Across both products, we developed and catalogued over 750 fully editable, preassembled visuals approved for immediate marketing use.
Comprehensive Style Guides
To support the rollout, we consolidated all images, catalogs, and guidelines into comprehensive style guides with direct links to every asset. We also trained and debriefed more than 30 agency partners and global teams.
Web pages
Banner ads
Emails
Brand in Context
The resulting visual language established a cohesive and consistent look across both products, carried through all digital touch points, including Adobe.com pages, emails, ad banners, and more.
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