Ellie Caldwell

Client
Adobe XD

Agency & Role
Edelman, Senior Brand Planner

Goal
Create unique and engaging assets for media that showcase the capabiltiies of Creative Cloud's newest design app XD, while inspiring current and potential user experience designers to check out the application.

Challenge
In an unusual role reversal for the company, Adobe XD was a latecomer to dedicated UX/UI design, a category already dominated by niche leaders Sketch and InVision. While Adobe XD was an underdog in this situation, that position neither matched Adobe's core nor UX designers' beliefs of the brand.

Strategy
Adobe's might as a brand gave us the power to reach an important subset of UX designers: the aspiring UX designer, currently employed in another segment of the creative or computer world. From our UX/UI audience and career path mapping, it became clear that there is a deep well of nascent UX geniuses out there, waiting to be exposed to this special design niche. With this context in mind, we set out to create one of those exposure opportunities in a big way.

From here, it felt only natural to embrace the pop culture and sci-fi interests of our audiences. By showcasing the importance of UX/UI design in a beloved blockbuster, as well as reimagining it for today all in XD, we were able to show how UX/UI design permeates culture and that it has endless opportunitites for those hidden UX superstars.

Results

• Publication in top tier media including Fast Company and Digital Trends