Adobe Express

Role

Designer, art direction contributor, mentor, and beta tester.

Task

Refine and evolve the Adobe Express social brand while creating timely evergreen social content. As the relationship progressed, the team was also trusted with branding and developing social activations for the Adobe Express (beta) desktop browser and mobile app launches.

Impact

Grew Instagram follower count by 20%
205.3M engagements - a 201% YoY increase
Art directed a video that garnered 661k views
Garnered 12.5M interactions on the Beta launch
Developed 11 content series
Delivered over 400 assets in a year

In a fast, social paced environment where new creatives often come on and off the account to give life to different ideas, I took on a mentorship role in teaching how to use the program as well as how to design for the Adobe Express brand. I also wrote regular reports to the devs at Adobe about bugs and other ways to improve user experience.

The evolved brand is made to look collaged and colorful to spark inspiration and action. The infinite possibilities are reflected through the rainbow spectrum of brand colors. This vibrancy is pulled further through the host of icons, patterns, and general design sense unique to the brand, championed on the Adobe Express social channels.

The visual brand approach in a snapshot:

Evergreen Content

The continuous churn of product use cases, content series, and community engagement pieces to facilitate conversation.

Trends Alert

Barbenheimer Hype
Pantone Color of the Year Announcement
Zodiac Series (Leo)
Beyoncé Rennaisance Movie Release
National Croissant Day
Zodiac Series (Capricorn)
Election Day

Trends necessitated quick-turnaround content to stay culturally relevant and drive engagement. The key here was finding the niche ways in to make Adobe Express integral in those moments of celebration or conversation.

Adobe Express (beta) enters the chat

Product launches have their own micro-brand to stand out in-feed. Bright, neon colors that contrast from the regular saturated rainbow spectrum, emotive, “Y2K” inspired icons, and product UI elements to pull users into the digital creative space Adobe Express lives.