Adobe MAX 2026.
My Roles
- Creative strategy & direction
- Session writing and presenting
- Activation development and strategy
- Copy direction
- In-person podcast recording
- On-site support
Brief: Develop a narrative and assets for Monotype's entire Adobe MAX program, including booth design, speaking session, in-booth activities, podcast, and supporting collateral.
Project Overview
Adobe MAX is the biggest event of the year for Monotype, with a total investment close to $300,000. Our objectives usually focus on brand recognition and 1:1 connection with users and customers.
This year, the Marketing team requested a sharper focus on our SaaS platform and tools. I and the team addressed this by focusing on known customer headaches and our solutions for those challenges. We highlighted pain point statistics from our own customer surveys in bold, brightly colored text on the inside walls of our booth; developed in-booth talks that addressed customer needs; and guided people to demos that directly connected to those talks.
The exterior of our booth was covered in glyphs from our library and invited people to embark on a quiz/scavenger hunt using those glyphs. This interactive experience kept people (happily) focused on our booth, creating buzz and interest from passersby, and built natural bridges to conversation with our staff. The cumulative responses from the activity were published on our website. I developed this activity, worked with the design team to create the layout, and wrote the post-event content.
