Adobe

How redesigning an email campaign turned into a study of language.

live client winning project | 5 weeks | research, Strategy, ideation

 

 

 

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MY ROLE:

Research
Brand Strategy
Creative Brief
Ideation
Pitch Design

The Challenge:

While Adobe Enterprise Creative Decision Makers, ECDM, (eg: Directors of Digital Innovation) were
using Adobe products, they weren’t engaging with Adobe communications.
We needed to build deeper relationships with heritage enterprise creative leaders.

The RESEARCH:

We went deep with enterprise ethnographies, then we went broad with individual interviews.
I spent three days walking in Enterprise Creative Decision Makers’ shoes - analyzing their calendars, diving through stacks of their direct mail, talking to them about their motivations, and even taking 112 pictures of the carpet in their office by accident. Then, we validated our initial thoughts by interviewing 20+ EDCMs across the country. To streamline our outputs & keep it fun, I made research madlibs.

The Realization:

Our ECDMs were motivated by catalyzing creative transformation within their heritage organizations,
but they were failing to sell their big ideas in to their commerce-driven counterparts.
While creative leaders speak the language of possibility, commerce leaders speak the language of proof. The language barrier is leading to a transformational stalemate.

The Opportunity:

When looking for resources to learn more about creative business transformation, our EDCMs weren’t thinking about Adobe. They didn’t know about the synergies between the analytical & creative platforms.
Adobe could leverage their wealth of creative transformation information to have a valuable conversation with Enterprise Creative Decision Makers.

 

THE STRATEGY:

Adobe is the language
of creative business.
Let’s teach it.

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The Concept:

A is for Adobe
The Duolingo of
Creative Business

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The QUIZ:

Onboarding
We blended function & delight to make a creative leadership quiz that would also serve as a self-diagnostic for our courses.

 

The RESULT:

Selection
The results page gave users an archetype attached to their account
as well as recommended creative business transformation courses.
On the back end, this data could
be used by sales & product
development teams.

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The PlATFORM:

Learning
We built our the structure of our courses upon the principles of achieving fluency in a language - first learning the terms, then understanding them in context, finally immersing them in context. We added components of gamification to make achieving each phase feel rewarding.

 

The Pitch:

Lost in Translation
I opened our presentation in Hebrew,
we told the whole story through
watercolor businessmen, and we
closed with a Kanye West song.
We won the pitch, but my biggest win
was hearing Adobe’s creative director crack up & call our work delightful.

The Team:

Alyn Carr, CBM
Caroline Jordan, CBM
Brit Kern, XD
Caitlin Russell, Strategy
Prahbjot Saini, CBM
Beka Tesfaye, CBM

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