Adobe Creative Residency
Services: Art Direction, Brand Identity, package design
As creative lead/graphic designer with the Adobe Creative Residency Community team. My role involved working with a small team including a Project Manager, Copywriter, and Production Lead. This project was an Adobe and Mashup LA partnership for a campaign to challenge influencers to create. The final package was sent to 50-75 influencers where they received a box full of props consisting of items that encouraged them to produce a visually exciting video shareable with their community (for example, a prism to create a lens flare). Creators had 1 week to complete the challenge. The final deliverable was a unique branding experience between Adobe and Mashup LA that extended throughout the campaign including the invitation, box design, product arrangement/presentation, and card insert.
Discovery & Exploration
The process began with conceptual sketches that explored possible elements and phases the box could go through upon opening it. After deciding the best concept, I worked alongside a manufacturer who helped with the logistics of assembling each box and determine the most cost/time-effective method to achieve the chosen direction.
Subtle branding elements were created to help inform what the creator challenge is and who it is affiliated with. Adobe's brand guidelines and colors determined the box's overall design, keeping assets simple, clean, and legible. The goal was to create packaging that prompted creators to take pictures of the entire experience and share them on social media.
