ALEXANDER WHITEWAY + BRAND WORK
 

ADOBE

 

A HIGH-LEVEL

VIEW OF

THE

PROJECT

The Ask :

Develop a set of recommendations that take the Design is Power campaign to greater heights and increase the reach of Adobe Enterprises to Creative Leaders from ~3,000 to ~10,000 connections. 

The SITUATION : 

The biggest hurdle Creative Leaders face in the design process is within their own company.  Executives in traditional businesses have trouble understanding the value of design.

The Opportunity : 

Position Adobe as a partner in the design process, rather than a tool someone uses to get the job done.


THE STRATEGY : 

Adobe, The Defender of Design; Bridging the communication gap between the business executive and the creative leader.


The Solution : 

 Adobe Power : One index number that quantifies the impact of a design, providing a trusted resource which communicates the power of design in a language business executives will respect.

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The Work


The Research : 


Questions Asked to Creative Leaders and Executives in creative and non- creative business across the U.S.

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Primary Research

  • 1-on-1 telephone interviews to develop an understanding of the current quality of communication between creative leaders, other executives, and design and strategy teams

Secondary Research

  • learning the elements of design as a language of creative

  • learning the language of executive business leaders
  • understanding common pain-points during communication between creative leaders, design teams, and executives

  • current advancements in quantification measurement tech ( Machine Learning, AI ) 

  • foreseeing where design is headed and how big data is affecting the industry


We know that in physics, Power equals Force x Velocity.

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But we asked ourselves - what is the equation to realize the power of Design?


Lets take a look first at how other companies are

utilizing big data to quantify success.


Big Data is being analyzed with the use of Machine Learning and AI in order to increase confidence in decision making for some of todays executive leaders' in the most successful of brands.

In the music industry, Pandora and Spotify are able to forecast who could win at the next grammies.

 In the Entertainment Industry, Netflix uses big data to determine which shows show up on your feed and which shows they should produce more shows similarly, all catering to your interests, providing a more user friendly experience, and in turn a more lucrative business.


All of these implementations of big data make communication more fluid for decision makers. 


Adobe is not new to the big data game. Over 70% of the worlds credit card transitions go through an Adobe System. Their Cloud based enterprise platforms offer business measurement tools and creative development tools. Adobe Sensei, Target and Analytics all utilize big data, and with the power of machine learning and artificial intelligence, together can provide quantitative information not readily available through ones current level of intuition.


The Findings : 


  1. When it comes to lifestyle and inspirations, Creatives embrace their uniqueness.
  2. In an increasingly data-driven business world, analytical leaders are looking for quantifiable proof of the success of creative.
  3. A major pain point for Creative Leaders is the miscommunication to other executives and clients of the potential of their teams' creative work. 

IT BECAME CLEAR AS TO what WE RECOMMEND ADOBE DO.


With the ability to measure creative with Sensei,

 the ability to predict the successful reach of campaigns with Target

and the ability to deeply understand the user experience with Analytics,

Adobe can potentially combine this tech and own a new qualification platform to be integrated into the cloud

for creative and executive business leaders to use as a means of powerfully clear communication.


The Strategy :  


objective: Position adobe as the defender of design

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HOW?

Go from this way of comm.,

Adobe communicates with creative leaders who then communicate with the other executives of the company.

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to this way of comm. 

Adobe is the liaison communicator between creative leaders and the other executives of the company.

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EXECUTIONS :


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How they Work : 

The Adobe Creative Business Liaisons would be stationed in major cities across the United States to work with Traditional Executives and Creative Leaders, nurturing their relationship and building a greater understanding of the language of design with them that runs through all aspects of nature in our culture.

This gradual process of learning would lead up to the introduction of Adobe Power as a resource to clearly and concisely present quantified success of designed creative. Communication would become smoother between the left and right brained thinkers, giving more confidence to the decision makers.

WHO ARE THE CREATIVE BUSINESS LIAISONS?

HERE'S A CREATIVE BUSINESS LIAISONS WEEKLY SCHEDULE.

WHAT DO THE CREATIVE BUSINESS LIAISONS DO?

PRIORITIZATION OF CREATIVE BUSINESS LIAISONS.


INTRODUCING

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WHAT DOES IT DO? 

  1. Adobe Power quantifies creative. 

WHY DOES IT DO IT?

  1. Designers can present to Creative Leaders an analysis of the design

  2. Elements can be adjusted based on an Executive suggestion to satisfy the Clients' ask.

  3. Communication comes full circle when a quantifiable index number is available to communicate the design in a clear and concise manner that the executive is easily able to understand and respect in confidence.

HOW DOES IT DO IT?

  1. Combining Adobe's existing Machine Learning and AI performance tools Sensei, Target, and Analytics, Adobe Power produces an Index Number available as a window in any Creative Cloud Program ( Adobe Illustrator, Photoshop, UX, InDesign, etc.) 

  2. The creative is  compared to past successful campaigns' creative works.

  3. While a designer works on a campaign, the AI and Machine Learning quantifies the 8 Principals of Design within the creative work.

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The example above shows the Adobe Power Index

Number and Ranking in action within the Adobe Illustrator Application. 


**THIS PROJECT WON FOR MOST INNOVATIVE IDEA AND IS NOW BEING CONSIDERED BY ADOBE.** 

 

MY CONTRIBUTIONS

Research

Innovative Ideation

Design

Storytelling

 

THE TEAM

Viviana Molina

Alex Glaum

Ryan Conner

Jacob Steckmann

 
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