Bringing Abstract’s second integration to life
Adobe Max is a 3-day design conference focused on everything design and Adobe. At the 2019 conference, Abstract had its first custom booth where the team met users, demoed the new XD integration gave away goods and provided a unique experience that attendees will remember. This was the biggest product launch since the company announced its integration with Sketch in the summer of 2017.
With a small team and a very tight timeline, we had our work cut out for us. As the leader of the project, I created a project plan, timeline, and brainstormed ideas for the experience with the help of our Director of Field Marketing. This in-person experience would also be tied to the company's first product marketing video, as well as a redesign of the homepage.
Shout from the rooftops
The concept we chose for the booth was a mix of guerrilla-style, shout from the rooftops, and wheat poster wall. We also included a nod to our branded video series (completed earlier that year) with an interactive “feedback tunnel.” Additionally, the booth was created to be collapsible and shippable within itself so we could continue to use it at future events.
Relax. It’s all in Abstract.
The “feedback tunnel” included extra foam files and messages for people to pose with, along with the opportunity to have your Polaroid taken. After exiting the tunnel, attendees could pick a poster to take home, and chat with the Abstract team.
On the media wall outside the booth, attendees could sit down and watch some of our brand characters go through everyday designer experiences in a similar setting to the “feedback tunnel.” We placed additional advertisements around downtown LA to remind Adobe Max attendees about their booth experience.
Gifts you won’t find in
the trash
It has always been important to the Abstract team to create gifts and goods that designers would actually want to keep. While we created the standard shirts and stickers, there was intention to use graphics that were unique rather than just another logo. The design systems smiley stickers were a crowd favorite and have become an Abstract staple.
Introducing the integration
After 3 years of providing version control for Sketch files, Abstract announced support for Adobe XD. To tell this story, I art directed and designed the company’s first product promotional video. . The video was featured at the booth and also on abstract.com.
That’s a wrap
From concept to set up at the Los Angeles Convention Center, the team completed this project in 7 weeks. It was such a wonderful experience to see everyone interact with the booth in person and get real-time feedback about the launch. Like any project, we came out with some learnings, but overall we met our internal goals and the booth was very well received.
Role
Strategy
Art Direction
Environmental Design
Physical Good Design
Teamwork
MacFadden & Thorpe
Morgan Keys
Max Lind
Michael Leibovich
LaShaun Williams
Sam Beckett
Behind the scenes at Adobe Max 2019
