Adobe APAC – B2B Brand Campaign Refresh

As the world’s leading design software company, Adobe Asia Pacific needed a standout B2B brand campaign to break through the noise in a crowded business solutions market. The challenge: how to communicate credibility and innovation, without falling into the same corporate tone used by every competitor.

My contributions
- Collaborated on campaign strategy and creative direction, advocating for a bold departure from traditional B2B aesthetics.
- Conceptualised and designed a visual language that embraced simplicity, colour, and playfulness, leveraging Adobe’s creative DNA while speaking directly to business decision-makers.
- Delivered campaign assets across digital, event, and social platforms tailored for key APAC markets, ensuring regional relevance while maintaining global brand integrity.

Challenges
- Convincing stakeholders to take a more playful, less risk-averse approach in a highly conservative B2B environment.
- Balancing Adobe’s creative legacy with the need to communicate tangible business value in a simple, scalable way.
- Adapting campaign elements across culturally diverse markets without losing visual impact or message clarity.

Outcomes
- The campaign achieved standout cut-through in APAC, with strong early performance across awareness and engagement metrics.
- Received positive feedback from internal global brand teams, paving the way for rollout in broader international markets.
- Reinforced Adobe’s positioning as both a business and creative leader, bridging the gap between enterprise functionality and design-led thinking.

Services
Ideation, Art Direction, Digital Design, Print Design