Adobe MAX 2019 presented us with incredibly insightful information over 3 jam-packed days of 300+ inspiring sessions, labs, and workshops. As the Creative Development Manager at Direct Agents, I was thrilled to attend the conference with my team and listen to other experts speak about creativity as a global tool, the power of experimentation, building a strong brand, and developing your own style as a creative professional. Here are some of my takeaways from the conference:
Session: Accelerating Your Creativity
This session focused on the many new updates being implemented to Adobe Creative Cloud programs. Creativity has played a significant role in human advancement and it has never been more important as we continue to shape our world. With everything we need to create at the tip of our fingertips, we are only held back by one thing: time. Being able to access our Adobe apps anywhere and at any time is crucial to the creative process because creativity often strikes when we least expect it. The Creative Cloud updates will ensure that we can brainstorm, plan, and execute every step of the creative process seamlessly and collaborate with team members and clients alike.
Session: Living Breathing Identities
An identity is defined as “who you are, the way you think about yourself, the way you are viewed by the world, and the characteristics that define you.” Creative agencies should be forming separate yet cohesive identities for each of their clients’ ad campaigns. The goal of brand identity in use is to ensure that customers can recognize your brand/product within a moment of looking at your ad/promotional piece. The brand’s logo should act as a silhouette that establishes the source of the message. Each campaign that is built around the brand/product should aim to further expand the deep-rooted messages and values that the brand holds. More than a logo, these deep-rooted messages are how the brand will be viewed in the public eye.
Session: Creativity is the Great Enabler
A pen is all you need to get started on your creative journey. People have battled against all odds to change their lives for the better through the stroke of a pen and the power of the mind. We heard from some of the best minds in creativity including Dave Grohl, David LaChapelle, Shantell Martin, Takashi Murakami, and M. Night Shyamalan on how they got their start and continue to grow their creative careers today. We learned that a creative project is never done. As creatives, we need to know that revisions and iterations are a huge part of the process. The only way to create is to get started and let the journey guide the end product.
Session: A Style of One: Finding Your Individual Voice
An agency must hold the rights to present its work on a portfolio after the engagement has concluded. The agency-client relationship must aim to be mutually respectful and therefore beneficial to both parties. Showing off past work is the only way for an agency to grow and keep expanding. The design agency should keep up a consistent and ever-growing brand narrative. Push your logo further than just a “slap on” logo. Experiment with different use cases and implement your icons and themes into different but overlapping worlds. Your audience will build greater respect for your brand and continue to follow your growth. Ideally, an agency should put a unique yet consistent touch on every ad that they work on. In the long run, it is beneficial for both parties if audiences can pinpoint WHAT the ad is about and WHO made it – especially if the agency and client share aligning morals and values. The work should be viewed as a collaboration between the client and the agency rather than a service-for-hire relationship.
This conference was educational and inspiring. I look forward to putting these learnings into action. If you’d like to learn more or are interested in our creative services, please reach out to us at [email protected].
– Adam Osadon, Creative Development Manager