Adobe Creative Cloud Ident

Using the silhouette of the Creative Cloud logo, we designed and animated seven discipline-specific pieces of art inspired by the following themes: growth, community, collaboration, reinvention.

To capture that spirit of collaboration that is the raison d’etre of the Creative Cloud, we opened this brief up to the entire BUCK collective to riff on, and we did not limit them in style or medium.

We got dozens of designs everyday from the team. The diversity of concepts and ideas on the table in phase one was an embarrassment of riches. There were no wrong ways forward. Just interesting paths to explore. Through progressive iteration, we developed our different approaches until we began narrowing the scope of candidates down to a truly magnificent seven.

The direction we received that each design should align with a corresponding brand color (and could be feasibly produced with a corresponding Adobe tool) turned out to be a great creative spark.

Blue
Photo Compositing
Photoshop & Lightroom

Orange
Illustration
Illustrator

Red
Print & Publishing
InDesign

Lilac
Motion Graphics
Premier & After Effects

Magenta
UI/UX
Adobe XD

Green
3D & AR
Substance Designer & Aero

Originally, we were creating six expressions of the CC logo. But when the opportunity presented itself to use footage of Billie Eilish for a seventh design, we jumped at the chance. Billie was partnering with Adobe on the Creative Cloud for Teachers and Students campaign so, with her blessing, we folded her and her flames into the Premier category.

In practice, this concept grew into an animated exquisite corpse. An evolving design that is handed off from one discipline and color to the next. We developed an animation guide that we lovingly dubbed “The Nexus” to help the audience follow along. The Nexus has a kinetic rhythm, lending a persistence of vision that allows the audience to track the animation through its rapid-fire evolution.