When Adobe launched Adobe Express in 2022, they needed a fresh visual language and design system that was uniquely its own but still aligned with the Adobe brand. 72 and Sunny crafted the original concept, which was then tailored for all internal applications.

I created a thorough style guide and art directed the production of an imagery kit, packed with brand guidelines, ready-to-use templates, visuals, and resource catalogs, to help bring the Adobe Express brand to life with flair and precision.

This style guide serves as the comprehensive reference deck that outlined the visual, verbal, and experiential elements of Express's brand identity. It also housed links to every usable and editable asset included. It ensured consistency across all communication channels and touch points. This was used as both and internal resource but deployed to external agency partners and global regions as well.