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Artificial MAXimalism ? New Identity for Adobe MAX 2024 by Play SF — ???? ABOUT THE CLIENT Inaugurated in 2003, the first version of what would become Adobe MAX was the Macromedia MAX Conference in Salt Lake City, UT. Prior to 2003, Macromedia had been hosting two separate annual conferences to cater to their general software users (UCON, since 1990) and web developers (DevCon, since 1999). MAX was their effort to combine these audiences with one big event, featuring support labs, networking, a judged competition, and a showcase of the latest Macromedia products. Adobe acquired Macromedia in 2005. The Macromedia name has long since fizzled out, but they’ve kept MAX going in continuity as an annual conference, switching from in-person to online-only during the COVID-19 pandemic in 2020 and 2021, and switching to a hybrid in-person/digital affair ever since. While promoting the latest design software to users and developers has remained the core conceit, the conference has expanded over the years to include a speaker series, vendor halls, parties, and educational courses which have built up MAX into a landmark event in the digital art and design industry.? ? ?? FROM PLAY “We started small — crafting simple sketches and textures in Adobe Illustrator and Photoshop that we called “atoms.” We fed these atoms to Firefly, Adobe’s generative image-making tool. Firefly transformed our atoms into expansive new worlds that captured the essence of creative beginnings.” ? ???? BRAND NEW’S REACTION by Jay Valark Here is envisioned a world in which AI is not an all-consuming, unstoppable force bend on removing humans from the practice of creativity. In this world, AI is tamed and contained and slotted neatly into the toolbox of the human artist, a soft brush to paint with. A reminder that technical innovation doesn’t necessarily have to be maxed out to be effective. — #reviewed #branding #identity #2025 #brandnewbyucllc #new #software #AI #colorful #conference #event #motion Link: https://lnkd.in/gMuDuaGj