To help Adobe better connect with the creative decision makers and departmental heads who decide which software packages are purchased by their company, and to position Adobe as a true partner in design.
Because most creative decision makers aim to empower their team members to do the best work possible, their decisions as to which software packages are purchased is most influenced by the designers who use Adobe products everyday.
We found that a fair portion of the design community viewed Adobe's products as necessary tools and the brand as a software company. The opinion of the design community is what ultimately drives the decision of the creative decision maker, so we set out to shift the perception of Adobe from a software company to a true partner in the pursuit of great design.
In order to position Adobe as a design company, we created a series of tactics to both listen to and engage with the design community.
While Adobe has robust programs for listening to users while they are using the creative suite, we believed that actively listening to the design community and engaging on current issues was more relevant to designers than evergreen content.
To accomplish this, we designed an algorithm that would complete word cloud analysis on content sourced from popular design blogs and generate a word cloud based on the abnormalities. This would give Adobe a daily snapshot of growing trends and help monitor what the community was talking about.
Our team also designed three campaigns to cement Adobe as a true proponent of design. The first aimed to turn outdoor print ads into an art gallery that promoted top content from Behance.
The second campaign involved shifting their social media content from static images of other designers' work to process videos showing how CC pros were using Adobe's tools. This not only showcased the designer and their work, but also featured Adobe products in action.
Lastly, we launched a guerrilla campaign that sought to show the power of good design in real-life. Our campaign, "Better by Design" aimed to take public use objects that are normally ugly or uncomfortable, and turn them into something that is both functionally useful and beautiful.
Why is this a good idea?
Our tactics aimed to help Adobe better shape the public perception of their brand from a software company to a design company, and can do so through listening to and promoting the talents of the creative community who already use their products. We see these campaigns as an opportunity for Adobe to show, rather than tell their audience that they care and value their users.
What did Lou Do?
1. Primary and secondary research, interviews, and research
2. Campaign mock-ups.
3. Brand audit of Adobe, InVision, and Sketch
4. Deck design
2.Presentation to Adobe creative leaders