Helping adobe lead the conversation of Diversity in design
IMPACT:
BRAND STRATEGY & EXECUTIVE POSITIONING
The topic of diversity in design is broad. It is a well-trodden path with many leading voices and brands looking for influence.
Adobe’s VP of Design, Jamie Myrold, oversees over 300 designers, content creators, and strategists at Adobe.
She and Adobe needed to define a narrative and position for herself and the Adobe brand on this topic.
The question was how.
To be seen as a leader in this space, Adobe needed to carve out a clear position that aligned to a real customer need, brand truth, competitive positioning, and category opportunity.
I led the positioning strategy to help define a niche and build a thought leadership platform to create this differentiation.
APPROACH
I used the 4C’s methodology to help guide this process to define a clear thought leadership platform.
This led to a core idea and specific talking points related to the positioning. All of which could be used to approach various earned opportunities.
OUTCOME
The design community wants better outcomes through design and a fairer, more just society.
The tension between these topics is that the latter was dependent on the former.
We designed a platform for Jamie that could speak into this tension and the role Adobe can play in making this a reality.