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Adobe MAX


A playful visual system for the world’s largest creative conference, Adobe MAX.

The theme for the 2023 conference was play. We explored the theory of play, discovering a series of key components including rules and structure that facilitate interaction. This then informed our approach, leading to us creating a library of shapes with each representing the limitless creative possibilities of the tools available in Adobe’s Creative Cloud and MAX’s attendees.

Our shape library is a collection of over 50 graphic elements that showcase the opportunities of Adobe Creative Cloud, as well as the creatives using it. With visual styles across 2D, 3D, gritty, soft, and structural shapes, it's a playground for limitless creative exploration, amplifying this year's theme.

As Adobe began implementing the system, the assets went from spanning smaller digital formats to gracing the 40-foot keynote speaker stage in Los Angeles, capturing the attention of audiences worldwide.

With play at the heart of this project, the design system was used across a range of scales at the conference and inspired attendees to embrace the joy of creativity.


  • Visual and Motion DesignBUCK