Opportunity
The Adobe Creative Residency (ACR) went from just one program to, in 2020, becoming a mother brand of two-programs, which presented a need to define a unified program brand strategy.
Also, The 2020 Adobe-wide brand refresh re-aligned the ACR brand from Creative Cloud to the Adobe master brand. This determined that the new mother color for all the ACR assets and site would now be "Adobe red" rather than the rainbow of Creative Cloud apps colors we had used previously.
The program motto is "Create & Share" and the aesthetic is experimental, playful, and vibrant. Because of the global volume of creators that participate in the programs, there is a diversity of work styles, skill, ethnicities, races, origins, and genders that needed to be represented in this creative.
IMAGERY FOR SOCIAL MEDIA AND THE WEBSITE
These motion pieces were designed to work together for the website, but also stand alone on social media. These are the main program themes that I communicated to draw applications.
Community connection
Mentorship
Diversity
Rolling deadline
Teaching and sharing
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Financial support
Here is what the images looked like when posted on Twitter.
These motion pieces were designed to stand alone on social media; however, I advised each creator to make their set of 3 GIFs cohesive for their portfolios.
These statements reflect the kinds of support creators can expect from our program and the role that process-sharing plays in the community.
Birgit Parma
Birgit Parma
Birgit Parma
Natalia Elichirigoity
Natalia Elichirigoity
Pieter Boels
Pieter Boels
Pieter Boels
Sabastian Abboud
Sabastian Abboud
Sabastian Abboud
Here is what the images/GIFs looked like when posted on Twitter.
Images of creators in action in each field of focus on various platforms.
Illustration on iPad
Graphic Design on desktop
AR on mobile
Photography
Livestreaming
Videography
WEBSITE DESIGN
APPENDIX - THE BEHIND-THE-SCENES STUFF I DID
THAT KEPT US ALL SANE THROUGHOUT THIS PROCESS
