Following a major milestone event in Las Vegas, Adobe set out to bring their GenAI capabilities to an executive audience. The ambition was clear: shift focus from general users and developers to high‑value commercial leaders, CEOs, CCOs and CTOs through a suite of three inaugural Executive Summits. Working alongside the Creative Director, I led the visual direction for the series, ensuring the design language, environment, and overall aesthetic communicated exclusivity without feeling elitist, and aligned with Adobe’s elevated executive positioning.
At the core of the concept was personalisation at scale. I translated this theme into all visual elements — from dynamic welcome screens displaying attendee names, to the spatial design and the flow of content across each venue. While the Creative Director set the overarching narrative, I was responsible for ensuring Adobe’s brand world was expressed consistently and beautifully across London, Paris and Munich. This included visual styling for plenary sessions, hands‑on demo areas, environmental graphics and wayfinding, all tailored to reflect both Adobe’s culture and the character of each city.
The carefully crafted visual experience contributed to all three Executive Summits becoming oversubscribed — with 150 C‑suite guests attending London and Paris, and 100 in Munich. Many attendees shared their positive impressions publicly, amplifying the impact across social channels. Adobe’s senior leadership — including Shantanu Narayen, Anil Chakravarthy and Luc Dammann — attended and presented throughout the series, reinforcing the importance of the events and the success of the design execution.
