"When unpacking the potential messages to share about Adobe and the Experience Cloud, we looked at their four key qualities, as follows: genuine, exceptional, innovative, involved. In accordance with those qualities, we wanted to align with Adobe’s existing pillars: (1) “Accelerating innovation velocity,” (2) ”Igniting creativity in young people,” and (3) “Driving greater diversity and inclusion”

With the given tone of voice and research about the industry concerning accessible and secure data, we felt two key qualities were missing—transparency and independence.

From this launching point, we wanted to show that Adobe’s Experience Cloud is more than a platform, but a support system for users. These users may be lost and looking for ways to take their company to the next level. Focusing on transparency and independence, we wanted to highlight how Adobe is here for the user and not a data monger.

The main concept we have crafted originally derived from a literal interpretation of “where do you want to go”, but with an abstract execution."

"Whether it’s a paper AAA Map, a GPS or Google Maps, getting somewhere usually can not be done without the help of a little friend. But Adobe is more than a map. Adobe is the tool to get you where you want to go. Just as the colors of the wind guide Pocahontas, the gale empowers Elsa, and flavors guide Remy’s intuition to cook, Adobe serves as the constant to help each company achieve its goals. With our visuals, the streamline represents that ever-present force. Each execution also features topographic map qualities to keep in line with the map motif."