Adobe MAX 2025

A bold visual expression for Adobe’s annual keystone creativity conference.

Each year, Adobe brings together the global creative community for three days of inspirational keynotes, product releases, and learning sessions. The Adobe Studio Brand Expression team sets the stage for this celebration of creativity with a bespoke visual expression for the event, designed to work across thousands of surfaces.

Radical simplicity. High impact.

The theme for this visual identity is rooted in a bold celebration of Adobe’s core brand system, elevated with playful explorations of design fundamentals.

The result was a flexible, playful backdrop for Adobe MAX; an expression that felt cohesive, brand-designing, dynamic, and exciting.

A unified visual expression, built to scale.

We partnered with Dentsu Creative to deliver a robust set of guidelines, motion kits, key art, and templates to meet the broad needs of teams and individuals that work to make Adobe MAX happen — from social posts, merchandise, keynote graphics, large-format signage, and beyond.

In addition to delivering the core visual expression system, Adobe’s Brand Expression team also works as an in-house design, production, and ideation hub. We’re the first team to deploy the expression across event merchandise, innovative experiential moments, and motion programming.

This year, we delivered on over 200 total large-format print requests constituting and 19,000 square meters of designed surfaces.