Adobe MAX 2021: Creativity & design in business track
Behind every successful business is a lot of creative thinking. In the Creativity & Design in Business track, design leaders from the world’s leading brands and agencies will share their expertise in creative innovation, brand reinvention, leadership, and professional development.
Get inspired to grow your creative career by hearing from pioneers in the industry, including Benny Lee, global manager of digital design at Coca-Cola, Timothy Bardlavens, product design manager at Facebook, and many more.
The Creativity & Design in Business track will help you learn new Adobe Creative Cloud skills and apply them for your personal and business success. Featured topics include creative and design best practices, career and professional development, and thought leadership.
Who You’ll Meet:
- Leaders and creative professionals across graphic, web, UX & multidisciplinary design
- Art and creative directors
- Video, film, and motion graphics pros
- Photographers
- Tech or business strategists
- Creatives who want to build meaningful careers
Featured Sessions/Speakers
Benny Lee, global manager of Digital Design, The Coca-Cola Company
S250 - Let’s Get Phygital: A Unified Design Experience at Coca-Cola
Coca-Cola has always been in the experience-making business — the simple pleasure of drinking an ice-cold Coca-Cola is timeless and ubiquitous in its appeal. But how does a company with a 130-year-old brand and physical products grounded in the analog world translate and transform that experience into the digital domain?
Join Benny Lee, global manager of digital design at Coca-Cola, in this fascinating session to discover:
- How Coca-Cola continues to craft authentic and meaningful experiences with innovative 3D technology and digital touchpoints
- What it’s like to launch a new global brand product during the pandemic with no marketing budget
- Best practices and principles from the Coca-Cola design team
Hannah Henry, director of Visual Communications, Gap/Old Navy.
S252 - Eyes Wide Shut: Taking Visual Out of Visual Design
We live in an image-dominated landscape where aesthetics often become the obstacle to solutions as we ignore our other senses. Join Hannah Henry, director of visual merchandising at Old Navy, as she addresses common mistakes across industries where a broader sensory experience can unlock better outcomes. She’ll explore how design solutions and tools can benefit from simply closing our eyes. Whether you work for yourself or for a Fortune 500 company, you encounter design challenges every day. Hannah will guide you to incorporate transformative design where visual aesthetics come last and problems lead the way.
You’ll discover:
- How to assess whether tools are problem solvers or problem creators
- What transformative design is and how it can improve the way you work
- How to practice shutting your eyes to get stronger visual communication
Marti Gold, director of Strategic Experience Design, SiriusXM-Pandora
S254 - SiriusXM: Driving Innovative Design Systems Using Adobe XD
Join SiriusXM strategic experience director Marti Gold to discover how her team uses a highly flexible design system, built with Adobe XD, to quickly prototype the next generation of in-car entertainment. Marti will discuss her system’s unique requirements and outline methods that will help expand your team’s performance and productivity.
Using the SiriusXM 360L radio application as a backdrop, Marti will cover:
- Identifying the unique challenges of creating a white-label design system
- How to apply that system efficiently across multiple brands and screen aspect ratios
- Why it’s important to avoid over-defining your design system’s elements
Keni Thacker, founder, chief creative officer, 100 Roses From Concrete
Meg Moss, Strategic Business Development, senior manager, Adobe
S251 - Leveling the Playing Field to Diversify the Creative Industry
Organizations are taking a hard look at their diversity, equity, and inclusion (DE&I) strategies and scrambling to make up for lost time. The diversity conversation in creative dates back six decades, but commitment and execution have failed time and again. Join Keni Thacker, diversity creative and chief creative officer, who helps companies bridge the intersectionality of diversity, culture, and inclusion, and Adobe’s Meg Moss for a conversation on how to make a meaningful, lasting shift to create new ways of working.
You’ll explore:
- Where the industry has dropped the ball in its efforts to become more diverse
- What strategies agencies and brands should adopt to create sustainable DE&I platforms
- How organizations can assess and determine their strengths to make fundamental changes
- How we can equip diverse talent with tools and opportunities to contribute to the creative field
Timothy Bardlavens, product design manager, Facebook
S256 - Delegated Power: The Ethics of Equitable Product Experiences
The ethics of design and technology have been discussed for years, yet digital products can still create harm and negatively impact marginalized and underinvested communities. With the increasing awareness of racism evoked by recent events, equitable product development has become the new trend. But how can we build equitable products while still questioning the ethics of products? Join Timothy Bardlavens, product design leader at Facebook, as he explores the intersection between behavioral public policy ethical frameworks and digital design and shows how designers can give delegated power to create products with more equitable outcomes.
In this session, you’ll discover:
- A new framework for design and tech ethics
- How power and delegation of power play a strong role in designers’ everyday decisions
- How building proactive, transformative equitable products means completely changing designers’ sensibilities
Register for the FREE, VIRTUAL Adobe MAX 2021 (October 26-28) to unlock new ideas and grow your skill set alongside a community of like-minded creatives.
Too excited to wait? Check out all the sessions from MAX 2020 in the meantime.