Design a series of print assets for the annual Adobe MAX design conference, including an eight-page program, interactive registration form, and table tent mockup. The program needed to provide conference details, schedules, speakers, pricing, sponsors, and event descriptions. The table tent mockup was to promote Paula Scher as a featured speaker with her bio and event details.
Adobe needed a refreshing new set of print material for their 2020 MAX conference. This event mark their first online-only conference offered at this scale, so its attendance was clouded with uncertainty. While many similar conferences were shutting down due to the uncertainty of the pandemic in these early stages, Adobe wanted to lead the world away from its disconnected state by demonstrating how meaningful we could still make virtual interactions.
While the rest of the world was struggling to migrate to online operations, Adobe worked to inspire countless teams and individuals with an unprecedented...and highly effective...virtual conference framework.
The print material we focused on included an eight-page program and table tent mockup. The program needed to provide conference details, schedules, speakers, pricing, sponsors, and event descriptions. The table tent mockup was to promote Paula Scher as a featured speaker with her bio and event details. Additionally, an interactive PDF registration form built along the same guidelines as the other assets was needed to establish the event brand design.
Prior to the rapid transformations COVID-19 forced us to adapt, the idea of an online conference was limiting and often thought pointless.
What's the point of a conference you can't actually go to and network at? How creativity-enhancing can a conference really be if we're all just sitting at home on the couch?
In order to flip the world's expectations upside down, we needed an effective marketing concept that gushed with creativity. Our approach incorporated paint splatter, geometric patterns, and metallic gradients to add a sense of premium quality that said, "we're going all the way with this." A 'mascot' of sorts, The Creativity Queen, was illustrated to give a face to the virtual MAX campaign with a bit of an attitude and spunk; this character confidently stares down the fiery chaos reflected on her sunglasses and wears her creativity with pride and determination. We wanted everyone to feel that energy throughout the conference because nothing, not even a pandemic, can stop us from growing in our art forms.
Between the event sign-up, program, and table tent, we set the stage for a highly creative + collaborative event that would reset the standard for virtual conferences and reunite a world of creatives during a time of uncertainty and disconnection.