Adobe MAX 2023
Adobe enlisted Anyways and BUCK to craft an expressive visual system for Adobe MAX 2023. This system, designed for both the physical conference and its digital presence, needed to prioritize flexibility across numerous user journey touchpoints.
The theme for the 2023 conference was play.
We explored the theory of play, discovering a series of key components including rules and structures that facilitate interaction. This then informed our approach, leading us to create a library of shapes representing the limitless creative possibilities of Adobe’s Creative Cloud tools and MAX’s attendees.
As the system began to be implemented, it transformed from assets spanning smaller digital formats to gracing the 40-foot keynote speaker stage in Los Angeles, capturing the attention of audiences worldwide.
The System and Toolkit
Our shape library is a collection of over 50 graphic elements that showcase the opportunities of Adobe Creative Cloud, as well as the creatives using it. With visual styles across 2D, 3D, gritty, soft, and structural shapes, it's a playground for limitless creative exploration, amplifying the theme of play at Adobe MAX.
As Adobe began implementing the system, the assets went from spanning smaller digital formats to gracing the 40-foot keynote speaker stage in Los Angeles, capturing the attention of audiences worldwide.
With play at the heart of this project, the design system was used across a range of scales at the conference and inspired attendees to embrace the joy of creativity.
Executive Creative Director
2D Animation Lead
Ellen Turnill Montoya