Adobe MAX
—One brief line, an entire event identity
The brief from Adobe's internal team was a single line: "The story of creativity can be told through layers." That was it — open enough to explore, specific enough to anchor to. I developed a visual system of motion and stills that held that idea across every format the event required. The key assets needed to be distinctive enough to define the event and flexible enough for Adobe's team to implement across every touchpoint themselves. That balance was the real brief.
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