Adobe Document Cloud
As simple as send and sign.
The Problem.
How does a company known for its users' creations and practical software applications tell a story about the products they sell? The software is not visually sexy - it's not like you're selling a sneaker or a car. So, it would help if you relied upon the users' output through the software.
The Creative Cloud team had it easy - hire a bunch of graphic designers, photographers, and illustrators to showcase their art as an output of the Adobe products they use, like Illustrator, Lightroom, and Photoshop. But, the Document Cloud team, with enterprise products like Acrobat and Sign, had to elevate the users' output differently.
The Adobe Document Cloud team ran into a visual storytelling issue. If that diagnosis wasn't enough of a problem, COVID-19 rampantly accelerated our timelines. You know, because everyone was at home sending digital documents.
The Solution.
Adobe reached out to Contravent to lead the charge on brand exploration. We needed to make forms, fields, and finances abstract to have room for creative expressions while still anchoring the brand to Adobe Acrobat and Adobe Sign products - all within an agile sprint process.
We focused on the timeless design of the product's user interface, abstracting the user's files to be more illustrative, and focused solely on all the verbs someone can do within these products. Lastly, tech hardware, like iPhones and PCs, update every six months, so updating real-looking device mockups was a chore and needed to be abstracted.
Once we found a sweet spot that the client enjoyed, they pitched our creative pitch to 72andSunny - yes, that 72andSunny - to fully build out the new brand - a pretty sweet start. Then, it was our job to translate the new branding to the web, redesigning over 100 web pages to match the brand and elevate conversion through A/B and multivariate testing.
What Was Needed
Brand Identity
Visual Design
Website Design
UX/UI Design
Rebranding
For reference, this is how the software was expressed before we stepped in to help out. Lots of device mockups requiring a folder of photoshop files to be refreshed every six months.
My original rebrand pitch to Adobe.
How 72andSunny built out the full brand guidelines.
After receiving the final brand guidelines, I got to work building out various riverflow graphic assets for webpages and building the files that went within each device. I found a great use for life without auto-correct, fake feedback, my signature, and my notes from a finance class my senior year of college.
See if you can find one of each.
UX/UI Design
Once all pages were built out, it was time for testing, testing, and more testing. There were large tests, gathering conversion rates on different colored landing pages. And there were some small tests to optimize the click-through-rate on specific buttons.
All the webpages, banners, and components redesigned in one calendar-year quarter.
Pricing pods redesign - mobile and desktop layouts.