Written by Aman Anderson
February 20, 2011 at 23:51
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Photo
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By Steve Tolleson
In my previous post, I wrote about how our studio arrived at the CS5 imagery by deconstructing the letterforms of the Adobe products. Here’s an “inside look” into the actual creative process.

We face a few interesting challenges with each Creative Suite release. We need to provide a strong conceptual system for the 14 – 20 piece product line and have it be fresh every time. We also need to give a voice to the individual brand identity of each component. The individual brand identities of the components must stand on their own, while also working harmoniously in the context of the larger system.

Our labs allow for experimentation in audio, video, photography and animation. They are set up for discovery, incubation and results – and many of our favorite ideas are germinated in these labs.

After the concept for the system was formed, we ran it through our creative lab in order to give it life. Our labs allow for experimentation in audio, video, photography and animation. They are set up for discovery, incubation and results – and many of our favorite ideas are germinated in these labs.

One of our designers on the east coast worked in a studio with a projector, a Canon 5D Mark II digital camera and a whole range of raw materials – plexiglass, foam core, paper, fabric and gels. From these, she built sets and projected the letterforms onto them. The shooting and capturing was very organic; there were thousands of shots and each one was unique.

The raw shots were sent to our San Francisco office, where the team would weigh in with feedback, make refinements and then incorporate them into the layouts for Adobe to review. The final direction was approved out of this process.

The experimental atmosphere of the lab allowed for enough play and variation to really find the balance between the component identities and the larger system. We value the freedom of discovery and feel that it makes our work that much stronger.

Find Steve Tolleson, of Tolleson Design, at www.tolleson.com. See more articles from Steve Tolleson on INSPIRE Magazine.

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