Adobe Max 2023

The visual design system for ADOBE MAX 2023 event encourages attendees to engage in play and creativity. Anyways provided creative ideation and direction, while BUCK took care of the creative production and design of the full system.

Allowing the power of play and experimentation, we created a dynamic system of shapes, colours and expression. The end result,  "The Play Shape Library," is designed to grow continually. Honouring the limitless design potential of Adobe Creative Cloud’s tools.



The goal for the visual identity was to create a flexible system that inspires the Adobe design team and users to take maximum advantage of the "Play Shape Library" and have fun with it! Unlike previous editions, the aim was to celebrate a mixed-media approach and showcase the plethora of techniques and software available within Adobe Cloud. The 50 shapes that make up the “Play Shape Library” were created using a range of techniques, from old-school analogue to the latest new-school techniques like 3D and AI with the Adobe Software. As Adobe began implementing the system, the assets evolved from spanning smaller digital formats to featuring on the 40-foot keynote speaker stage in Los Angeles, capturing the attention of audiences worldwide.



The new Adobe MAX logo and wordmark played a significant part in the overall branding: a lens of creativity, a container of playfulness, connected through motion. This was translated into the Adobe MAX title animations, bumpers, social animations and gif stickers set for socials.

The 2023 MAX website and email/banner marketing campaign exceeded business goals for In-person and Online attendance.

In-person +19% of goal

Online +67% of goal

The campaign generated 1.54m visits to max.adobe.com, resulting in 8.9k New Adobe IDs.

Of the registered MAX visitors, 8% purchase a new product or sign up for a trial.