The Ask :
How can Adobe communicate with creative leaders and resolve their unmet needs within the Design is Power Communications Campaign?
The Challenge :
Creative leaders view Adobe as a design tool rather than a partner in business. They also embrace their own uniqueness and its not easy to communicate with them all in one place.
The Opportunity :
Make a case for why design matters.
The Solution :
1. Adobe Defenders of Design ; a group of employees that serve as Creative Business Liasons between Designers, Creative Leaders, and Analytical / Creative Executives.
2. Adobe Power ; one number built with AI and Machine Learning to present any creative project to more analytically-minded executives with greater confidence in the return on investment for any creative project implementations.
The Strategic Process
The Research :
1-on-1 Interviews with creative leaders and executives in the creative business
the language of design
common pain-points during communication between creative leaders, design teams, and executives
advancements in technology ( big data / ai / ml )
where design is headed
the language of business leaders
The Findings :
We took a look at how Big Data is being harnessed to increase confidence in decision making for several Brands. Adobe is using its big data to increase performance in the Creative Cloud, to choose the correct target for a marketing campaign, and to analyze the performance of those campaigns. In the music industry, Pandora and Spotify are able to determine who could be up for winning the next grammy award, and Netflix uses big data to determine which shows should show up on your feed and which shows they should produce to cater to your interests. All of these implementations of big data make communication more fluid for decision makers.
The Strategy :
Go from this way of communication,
to this way of communication.
How It Works :
The Adobe Creative Business Liaisons would be stationed in major cities across the United States to work with Executives and Creative Leaders, nurturing their relationship and building a greater understanding of the language of design that runs through our culture for both parties. This process would lead up to the eventual introduction of Adobe Power that would clearly and concisely present real data that would impress the decision makers and in turn make communication smoother between the left and right brained thinkers.
How It Works :
The performance tools Adobe Sensei, Adobe Target, and Adobe Analytics integrated into Adobe Power enable the quantification of the Index Rating. Through Big Data Analysis, with the help of Machine Learning and Artificial Intelligence, the Adobe Power Ranking is able to measure the 8 Principals of Design; Balance, Unity, Contrast, Variety, Movement, Harmony, Proportion, and Rhythm within your current project, in relationship to other successful designs on Adobe databases. With this information, the Designer can come to the Creative Leader with an analysis of the design, and adjust the elements as needed based on Executive suggestions to satisfy the Clients needs. The communication comes full circle when a quantifiable index number is available to communicate the design.
Adobe Power would live along with the Adobe Cloud Platform,
and be available for use in all Adobe Creative Cloud Programs.
The example above shows Adobe Power, and the Adobe Power
Ranking in action within Adobe Illustrator.
In-Depth Primary & Secondary Research
Collaborative Story Builder
Alexander M. Whiteway