OUGD503 | COLLABORATIVE PRACTICE | ADOBE BRIEF

The Challenge

Your challenge is to take the existing identity for Adobe Creative Cloud, and remix and reimagine it for a youth audience. Then, devise a launch campaign that’s inspiring enough to appeal to this group.This is an opportunity to come up with a truly creative and holistic brand campaign, across every aspect of the marketing mix, for a product that enables you to do anything. The only limit is your imagination.

Who Is It For?

Adobe Creative Cloud and a young, creative audience. You, effectively. 

What to Consider

Young creatives are the life-blood of the industry and are its future. You are its future. So what would inspire, agitate, and enable you and your ideas?

•  Play with the existing Creative Cloud logo. You need to keep the current shape, but what can you do with it? The product is diverse, so be diverse in your approach.
• Naturally you need the nuts-and-bolts of any identity, so think about colour typography, imagery, tone of voice, brand applications and touch-points, etc. But could you also reimagine what brand identity actually is?
• Apply your remixed logo and identity to a campaign idea (or ideas) that will bring the product to life for its audience.
• This campaign should consider social and digital, in whatever media or on whatever platform you think is appropriate – think big, experimental, experiential, immersive. But also be relevant to the product, and keep one eye of consideration on the Adobe brand too.
• Think about the best way to reach your audience, and more to the point connect with them. What’s the best way to explain and explore the product? Where could that happen? 

What's Essential

• A reimagined brand identity and logo for Adobe Creative Cloud. The logo must keep the Creative Cloud shape, that’s the only rule.
• One or more campaign idea(s) that launch / celebrate the product.
• Specify in your entry whether or not you used Adobe desktop and mobile apps to create your submission. 

Analysis:

This brief is quite broad in terms of the deliverables and really gives us a lot of freedom in what we can create. The main part of the project is to create a campaign focussed around the Creative Cloud to entice a younger audience. We will achieve this through an immersive campaign that captures the imagination, and shows young creatives what they can actually achieve. Working in a collaborative group with different skill sets gives us an advantage within this project, as we can apply many different disciplines to the campaign to create something suitable and effective.