Adobe Express
Adobe Express is an AI and template-based design software that harnesses the power of Adobe but brings creativity to anyone with any skill set.
In my role as Creative Strategist and Producer at Adobe, I oversaw the development of all owned social content for the product. I lead both in-house and agency-created content production, sometimes exceeding 100 pieces of creative a month. I was responsible driving all creative direction (photo, design, copy), creative expression development and implementation, content strategy, and all cross-functional coordinating with product, comms, etc.
Through these efforts, we saw a 37.8% increase in organic following on Instagram, and 1100% on YouTube.
Agency Partners: Kvell, SPCSHP, Outcast, Deutsch LA, Golin
Creative Expression Overhaul
I oversaw the evolution of the brand’s visual expression on all social channels for Adobe Express.
Challenge: Audit Adobe Express’s social media content and make informed, data-driven decisions to adapt and the look and feel of social content, keeping in mind social channel-specific trends and overall brand identity.
Output: new, fresh look and feel, evolved tone of voice, and actionable creative playbook for cross-functional and vendor partner use.
Creative is bright, colorful, and anchored in Adobe’s reputation for high-quality creative. Visuals show product outputs that are aspirational but replicable with Adobe Express to show customers how easy it is to create best in class content with the app’s offerings. And, all social content was created by in-house and agency teams in Adobe Express.
PRODUCT LAUNCHES
Partnered with product marketing, partner marketing, agency teams and in-house creatives to conceptualize, produce and deliver high performing content to support time sensitive, high priority product releases.
TIMELY & CULTURALLY RELEVANT CONTENT
Spark connection with Adobe Express’s community of designers and non-designers alike by tapping into trends, moments and customer emotional need-states.
CREATIVE CLOUD INTEGRATION CONTENT
Create opportunities for customers and prospects to see the value of other Adobe products under the Creative Cloud umbrella, that integrate seamlessly with Adobe Express and create opportunities for optimization and creative control.
