The Experience Cloud features all Adobe marketing solutions on a single platform in order to help its users with data analysis, content management, automated purchase of advertising spaces and measurement of results, so that they can offer a great experience to the consumer.
Refresh and evolve the Adobe Experience Cloud look and feel.
The need was to create visual coherence between the Adobe Enterprise style for 2019 and this segment of Adobe services. The idea was to use new graphics capable of adapting to the brand's multiple communication formats, from large print to the various digital applications.
One of the challenges was to create a friendlier look and feel for users, who perceived the previous graphics as dark and serious, making them uncomfortable when using the assistance and tools offered by Adobe.
To create a flexible visual system that is more user-friendly.
To do so, we defined a new language taking into account four aspects: colour, graphic elements, photography and art direction.We extracted the colour palette from the Adobe Creative Cloud product range, adjusting and brightening the tones to change the perception of darkness. We also combined them to give a more colourful and dynamic environment that will better represent the product portfolio of Adobe Experience Cloud.
The graphic elements are a stylisation of the icons of the Experience Cloud products, with their respective brand colours, unified through the use of more organic and softer forms, with solid and constant main elements. These are accompanied by secondary forms constructed along a line of the same calibre and colour, which ultimately connect to each other with a gradient that represents the main brand.
For the use of portrait photography for the testimonies, expression and attitude were the key elements to be addressed, setting out to show these more approachable characters and solving their perception of seriousness. This is accompanied by a more natural use of light and, when combined, results in a perception of authenticity and reliability of the characters.
As for art direction, in order to stay close to the style defined for Adobe Enterprise, we defined environments built with simple volumetric elements and complementary graphics from the line, as well as environments with a dominant colour and contrasting secondary elements, which uphold the relationship with the previous lines.
- The brand is perceived as more approachable by its users.
- More consistency in communication through the various communication channels.
- A consistent language of visual communication.