Adobe needed a new way to connect the value of their creative tools with a student audience. While already known and valued by the creative and design students, the brand wanted to stretch the relevance of their suite of creative tools to a less engaged, everyday student audience. 

My job was to help them uncover a new positioning for the brand which was accessible and inspiring for both creative and everyday students and provided new reasons to engage with the brand and their products.

Adobe’s role is to unlock and enable the collective power of creativity in order to transform and improve people's ideas and outcomes. They provides the tools, support and inspiration to transform work and ideas from acceptable, to extraordinary.

Students want the confidence, tools and support to make their most meaningful mark on the world, whether that be through their career, passion, side hustle or creative project. 

The strategy brought the brand offering and audience needs together providing a platform which enabled the brand to speak directly to their wide range of tools and applications.

The campaign line, From Standard to Standout, offered a simple promise the students whatever their need and whatever their level of engagement with Adobe. Most importantly it gave Adobe a new way to extend it's relevance and reach to a much larger audience.

ROLE: Strategy, Creative Strategy, Concept, Copywriting