Adobe Design Mix '21
Adobe Design Mix is a virtual event hosted by Adobe India that brings together creative minds for a celebration of design and storytelling. The theme for the 2021 edition was "Future is Human," celebrating the intersection of technology and creativity while placing human connection at the heart of the design process. We were entrusted with designing the motion language for the event promo and crafting motion collaterals that would seamlessly integrate with the existing brand identity. The goal was to create a visually captivating experience that resonated with the design community while ensuring consistency across all event assets.
Client
Adobe India
Agency
Studio Zeng
Type
Graphic Design, Motion Design
Credits
Credits
Process
Creating the Cascade - The Technical Challenge
The core asset used in the visual language was aptly referred to as ‘the cascade’. It is formed by repeating the blobs along a meandering path and depicts movement towards a brighter future. It involved repeating organic blobs along a meandering path to create a sense of flow. To achieve this, I used smart layer stacking techniques in After Effects, carefully arranging shape layers to create a smooth, cascading motion. This method ensured that each element moved seamlessly, maintaining visual consistency throughout the animation.
Dive into the full technical process in my detailed case study here.
Expanding the Existing Visual Language - The Creative Challenge
Using just the original blob or cascade for a minute risked becoming too monotonous for a viewer and so we developed a concept to introduce more visual elements while staying true to the existing language.
Building on the organic blob, we created additional blob forms — one for each event. These new forms were paired with hard and soft elements from the design language, allowing us to craft dynamic compositions that kept the visuals engaging throughout. This expanded language added depth and variety while ensuring cohesion with the existing identity. The new visual approach was well-received and implemented across Adobe's website and marketing collaterals, enhancing the overall event experience.
Outcome
The motion system was implemented in both the event promo video and a range of motion collaterals, creating a cohesive visual experience across platforms.
Event Promo Video
The final promo video served as the event's centerpiece, showcasing the dynamic cascade and amplifying the event's theme of creativity and connection. The seamless transitions and rhythmic motion added energy to the narrative, capturing the excitement of the upcoming event.
Motion Collaterals
Beyond the promo video, the motion language was applied to social media assets, countdown animations, and speaker intros. Each piece maintained the same visual rhythm, ensuring a unified brand presence across all touchpoints.
The project not only expanded the visual identity of Adobe Design Mix but also set a new motion standard for future editions, reinforcing the brand's dynamic and creative spirit.
