Adobe

If you’re reading this, chances are your left hand has, at some point, suffered a repetitive stress injury from executing Photoshop shortcuts. But while the Creative Suite is well known among advertising folks, Adobe is a massive tech company that offers way more than creative tools. And like most tech companies, they spent the past decade or so acquiring other tech companies to include under the Adobe Experience Cloud umbrella.

For the past few years I’ve been tapped to help to help take the services these acquired companies offer — from B2B marketing automation to project management to digital asset management to eCommerce personalization — and rewrite them in the Adobe voice and tone. I was tasked with taking highly technical (and often niche) services and making them feel more human and intuitive, all while adhering to Adobe’s 80+ pages of brand guidelines. Honestly, it’s pretty fun work. It’s like pulling pieces from two completed jigsaw puzzles to make a third that looks (or, in this case, reads) like its own original piece.