Case Description

The Challenge:

Develop a set of recommendations that take the Design is Power campaign to greater heights and increase the reach of Adobe Enterprises to Creative Leaders from ~3,000 to ~10,000 connections. 

The Situation:

The biggest hurdle Creative Leaders face in the design process is within their own company.  Executives in traditional businesses have trouble understanding the value of design.

The Opportunity:

Position Adobe as a partner in the design process, not just a software tool that someone uses to get the job done.

The Solution:

Adobe Power : One index number that quantifies the impact of a design, providing a trusted resource which communicates the power of design in a language business executives will respect.

Primary

• 1-on-1 telephone interviews with to develop an understanding of the current quality of communication between creative leaders, other executives, and design and strategy teams

Secondary

• learning the elements of design as a language of creative

• learning the language of executive business leaders

• understanding common pain-points during communication between creative leaders, design teams, and executives

• current advancements in quantification measurement tech ( Machine Learning, AI )

• foreseeing where design is headed and how big data is affecting the industry

Our target market research was focused on these key questions:

To give our clients an idea of the parallel we were drawing - we came up with an analogy.

Here it is:

We know that in physics,

Power = Force x Velocity.

But we wanted to know,

What is the mathematical algorithm that will measure the power of design to create value-adding impact in marketing campaigns?

That is,

How does design move business forward?

RESEARCH

ADOBE BRAND STRATEGY

KEY FINDINGS

1. Adobe Sensei, Target and Analytics all utilize big data

2. With the power of machine learning and artificial intelligence through Adobe Sensei, together they can provide a synthesis of quantitative and qualitative information

3. This is a measurement not readily available through ones own current level of intuitive awareness of the creative process

INSIGHTS

ADOBE BRAND STRATEGY

With this technology, Adobe can own a new qualification platform for customers to leverage. Once integrated into their cloud platform, creatives - and the decision makers internal to Adobe will be able to use the powerfully clear communications to change the customer experience for the better.

Internal Organizational Transformation

How will our Creative Business Liaisons play a pivotal role in the promotion of the power of design?

The Adobe Creative Business Liaisons would be stationed in major cities across the United States to work with Traditional Executives and Creative Leaders, nurturing their relationship and building a greater understanding of the language of design with them that runs through all aspects of nature in our culture.

This gradual process of learning would lead up to the introduction of Adobe Power as a resource to clearly and concisely present quantified success of designed creative. Communication would become smoother between the left and right brained thinkers, giving more confidence to the decision makers.

WHO ARE THEY?

Example of a Weekly Schedule:

WHAT DO THEY DO?

Responsibilities:

Conceptual Design

1. By combining Adobe's existing Machine Learning and AI performance tool Adobe Sensei, Adobe Target, and Adobe Analytics, Adobe Power produces an Index Number available as a window in any Creative Cloud Program ( Adobe Illustrator, Photoshop, UX, InDesign, etc.)

2. The creative is compared to past successful campaigns' and creative works available from massive frameworks of big data and content.

3. While a designer works on a campaign, the AI and Machine Learning quantifies the 8 Principals of Design within the creative work, and enables real time manipulation of measured content.

Capability:

1. Adobe Power quantifies the impact of creativity.

Purpose:

1. Designers can present an analysis of their work to Creative Decision Makers

2. Elements can be adjusted based on a Marketing executives suggestion in order to satisfy the Clients' ask.

3. Communication comes full circle, when a quantifiable index number is available to communicate the design in a clear and concise manner that the executive is easily able to understand and respect in confidence.

←   Previous

Next   →