The iconic Adobe lens laid the foundation for our MAX brand system. More than just a visual device, the lens is a portal that welcomes creators of all stripes into a world of endless possibilities. Its versatility let us frame content and artwork in countless ways.

The lens sparked an exploration of the infinite ways creative journeys begin. Whether it’s the turning of a key or diving into a pool, these first steps in the creative process are different for everyone. When these individual starting points converge, they create something unexpected. Something electric. A wild celebration of all the paths that lead to creative breakthroughs.

Our creative journey led us on a fun dialogue between designer and Adobe AI. 

We started small — crafting simple sketches and textures in Adobe Illustrator and Photoshop that we called "atoms." We fed these atoms to Firefly, Adobe's generative image-making tool. Firefly transformed our atoms into expansive new worlds that captured the essence of creative beginnings.

From there, we cut and pasted these AI-generated landscapes into human-crafted collages we dubbed "solar systems." Using our own artistic instinct to guide us. 

Next, we engaged in a cosmic collaboration with Photoshop's generative fill tool to merge these solar systems and expand them beyond their canvases into something greater. Giving birth to vast creative universes. Each endlessly surprising. Demonstrating how human imagination and digital innovation can dance together to create something extraordinarily unexpected.

We used the Adobe lens as our creative compass, guiding every aspect of our motion design. We pushed it, spun it, multiplied it, and wrapped it in an array of images. Turning a simple shape into an infinitely adaptable visual tool we could employ across any platform — from social media to the stage. Giving Adobe the power to maintain a consistent brand presence that still always managed to astonish. 

The MAX color palette honors Adobe’s signature red, crisp black and clean white across the system. The artwork we created unleashes the full spectrum of Adobe's secondary palette with rich oranges, vivid yellows, lush greens, deep teals, electric blues, royal purples, and vibrant pinks. 

Using our layered, iterative creative collaboration with Adobe’s AI tools, we were able to create thousands of one-of-a-kind designs to transform every corner of the MAX event space. From banners and signage to wall displays and environmental installations, each piece told its own visual story. Giving conference attendees a fresh and unexpected experience at every turn.

The brand system naturally lent itself to memorable MAX merch and collectibles. Limited-edition posters, wearables, custom stickers and event passes all showcased unique artwork that playfully incorporated the Adobe lens and logo.