Adobe Express
ART DIRECTION / SOCIAL / MENTOR / BETA TESTER
Adobe Express was in need of a social brand refresh and new strategy to stand out against competitors. Adobe is a giant in the professional space, but needed a way to speak to the everyday DIY designer and small businesses who might not need or want to invest in the full Creative Cloud. The program is free-to-use with powerful static and video capabilities, especially given it's a primarily browser-based program (although we did help launch the mobile app version).
To back up our claims, all content was created in Adobe Express. This meant I had to quickly pick up the program and any new features as they released so I could effectively help write tutorial copy and break down usability to consumers.
The evolved brand is 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 Express to separate it from the behemoth of its parent brand.
Evergreen
The continuous churn of product use cases, content series, and community engagement pieces to facilitate conversation.
Trends
Trends necessitated quick-turnaround content to stay culturally relevant and drive engagement. The key was finding niche ways to make Adobe Express integral to the moments of celebration or conversation.
In a fast, social paced environment where new creatives often come on and off the account to give life to new ideas and cover PTO, I took on a mentorship role in teaching how to use the program and create content within the refreshed Express brand.
I also wrote regular reports to the devs at Adobe about bugs and other ways to improve user experience. I was given early access to Adobe Express (beta) ahead of the launch to test out new features and create content demonstrating its capabilities for the launch campaign.
Adobe Express (beta) Launches
Product launches have their own micro-brand to stand out in-feed against the regular content. Bright neon colors, emotive icons, and product UI elements to pull users directly into the digital creative experience Adobe Express is.
Video Content
Videos came to life for culturally relevant moments and helpful tutorials. Content was filmed both by our team and in collaboration with content creators we contracted.
Our work presented @ Adobe Max
Measured Success
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YoY increase in engagement (205.3M total)
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Jump in Instagram followers
0.0M
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Impressions on the Beta product launch
0K
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Views on a video I art directed
Over 400 pieces of content were created in a year.
Other Team Members:
Creative Director: Sarah Fisher
Art Director: Emily Zaboski
Design Support: Jackie Dempsey (ADD), An Vuong (Sr. Designer) & Chelsea Low (Sr. Designer)
Copywriter: Kaitlyn Powers
Content Strategy: Lauren Nicholas & Amanda Stecco
Project Manager: Leonard Jones II