Photoshop Express is an all-in-one mobile photo editing app that makes it easy to edit pictures, assemble collages, or combine photos in a tap to produce high quality pictures, powered by the magic of Photoshop.
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Creative Director, Brooklyn Brothers
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Social strategy
Content playbook
Visual guidelines
30 sec / 15 sec launch video
IG content
In-app theme creation
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Graphic Designer - Olive Duffy
Copy - Jon Yasgur
Strategy - Evan Confield
The Challenge
The word ‘Photoshop’ comes with a perception of being professional level and industry-only. How can Adobe find the right balance between positioning it’s app as ‘easy for all to use’ yet doesn’t lose the cache of being a Photoshop product? And how can it rise above the dozens of other photo editing apps?
The Creative
Adobe is known not only for its amazing products, but its creative community. Positioning Photoshop Express as an introduction to the Adobe community empowers budding creators, and we aimed to provide practical skills and confidence to users in hopes they explore the Adobe universe further as they grow.
It was important to strike a balance between aspirational and intimidating, so all organic and paid assets showcase a big transformation, but in simple steps. Showcasing the tool-bar, simple UI, and leveraging classic Photoshop symbols (checkered background, magic wand tool, layers panel, etc) helped to further push ease-of-use while making a connection to Adobe products.
