Designing a visual branding system for 10 products can be a challenge, even with a great team and hard work. So imagine the challenge of designing a system for more than 100 products, each of which targets different customers and is sold in different ways. How do you create a unique visual language that grows as new products are introduced and still feels relevant year after year? This session will talk about how to address these challenges while looking at the history and evolution of the Adobe branding system. Sonja will discuss how moving from boxed software to subscriptions changed everything and the difficulties of evolving a large system while staying modern and relevant.
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