Adobe
2020
Design Direction
Art Direction
Design
Agency
Thesis Agency
From templates to a shared marketing system.
Prism is Adobe’s component-based design system for digital marketing. I helped develop a shared foundation for email, paid social, and display, bringing consistency to a varied marketing ecosystem while leaving room for creative expression.
THE CHALLENGE
Adobe’s internal teams and agency partners were working with disconnected email templates and knowledge spread across teams. The opportunity was to bring those resources together around a more consistent, flexible approach.
I researched the existing marketing ecosystem, helped define reusable components, and built templates. Working alongside strategy, copy, and development, I helped shape the guidelines and translate the system into HTML email templates.
01 / LOGIC BEHIND THE LAYOUT
We defined how messages were organized, not just how they looked. Prism connected message strategy with reusable components. The hero establishes the primary message and action, while supporting modules add detail without competing for attention. Reusable components established a clear hierarchy from the primary message and action to supporting content and signoff.
02 / Consistency without sameness.
Shared foundations left room for different products, audiences, and messages. Components could be combined into focused or content-rich emails, with standard and immersive treatments offering different levels of creative expression.
03 / BEYOND THE INBOX
The same principles extended into display and paid social. Hierarchy, branding, and calls to action adapted to each format, connecting the campaign without repeating the same composition.
04 / THE SYSTEM MADE USABLE
I worked with strategy, copy, and development to turn design decisions into practical guidance, reusable components, and templates, including HTML email templates that brought the system into production.
05 / A shared foundation at scale.
Prism connected a varied marketing landscape through shared components, templates, and guidance. The work balanced a recognizable Adobe presence with the flexibility different messages and channels required.
