After Adobe Acrobat celebrated its 25th anniversary, it was time to give Adobe Document Cloud—a suite that included Acrobat, Adobe Scan, and Adobe Sign—a fresh, contemporary makeover. The original concept by 72 and Sunny was transformed into a vibrant, new branding strategy that showcased the upgraded products. 

We rolled out a complete style guide and imagery kit, packed with everything needed to build and use the brand assets. From brand guidelines and editable templates to preassembled images and comprehensive catalogs, we provided and catalogued all the tools to make the Adobe Document Cloud shine.

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.