Adobe High-End Mailer
Created distinctive and compelling concepts that highlighted Adobe LiveCycle’s potential, cutting through the clutter to capture the attention of C-level executives.
Role
Art Director
Duration
1 month
Tools used
Overview
The Adobe LiveCycle High-end Mailer project aimed to push creative boundaries to reach high-level executives with the goal of securing a meetings. I designed memorable and impactful experiences to showcase the potential of Adobe LiveCycle by combining luxury, transformation, and nostalgia across three distinct concepts. I was able to demonstrated how creativity and audacity can be powerful tools in engaging a sophisticated audience.
Project Context
Adobe LiveCycle Enterprise Suite (precursor to Adobe Experience Manager Forms) was a costly, complex solution that required customers to disrupt established workflows. However, it promised significant improvements by enhancing productivity, delivering personalized communication, and ensuring secure data handling.
The challenge was to craft concepts that would make a lasting impression through creative gifts, a personalized letter, and an informative brochure.
Concept 1: Hero
This concept focused on positioning the executive as a hero for adopting innovative technology. Leveraging the popularity of Guitar Hero at the time, we sourced a Les Paul Guitar Hero guitar customized with Adobe LiveCycle branding. The guitar would be delivered in a metal guitar case, emphasizing prestige and exclusivity. The concept was intended to make a bold statement, capturing attention immediately upon delivery.
Concept 2: Transform
Playing on the theme of transformation, this concept showcased how Adobe LiveCycle could revolutionize business processes. It featured a folding bike, symbolizing adaptability and change, paired with a folding brochure detailing the software’s benefits. The branding extended to the bike’s customized skin and packaging. The intent was to convey how Adobe LiveCycle could transform operations and enhance productivity.
Concept 3: A Better Idea
For this concept, I took a playful, low-tech approach by leveraging nostalgia. Executives received a classic Etch A Sketch toy, emphasizing that Adobe LiveCycle was a far superior solution for document management. This unexpected and light-hearted approach aimed to spark curiosity and a memorable interaction, with the goal of securing a meeting through intrigue and humor.
