Adobe Make It 2017
This month, our design team were stoked to head to Adobe's annual Make It conference, hosted at the brand spanking new International Convention Centre Sydney.
Make It is never one to be missed, with a whole host of top notch international creatives delivering workshops, seminars and talks on subjects ranging from war photography, to hand lettering, animation and adding value to brand experiences.
The conference is spread across two days, with Day One broken up into smaller sessions delivered by key creatives at the top of their field. Day Two sees over two thousand people from the creative industry converge on Sydney, with countless more tuning in online, to view the core talks from guest speakers.
Our team were lucky enough to experience both days of the conference, attending a range of workshops and seminars where they were able to glean tonnes of information on the latest software – which in short time will be industry standard – as well as insights from individuals who are kicking goals in their disciplines.
So, what did they all take away from the conference? Check out their perspectives below!
On the first day of Make It, I attended Gemma O’Brien’s (@mrseaves) hand lettering session. We started out by illustrating a random letter and bringing it to life in a creative way. We also attempted brush lettering and writing with balsa wood. It was awesome to learn from someone at the top of the field in such a hands-on way.
A few days in sunny Darling Harbour accompanied by great food, pretty cool company and some top notch speakers wasn't too hard to take.
A Highlight of mine was definitely the workshops sessions held on the first day of the conference. I loved hearing from the team at Born & Raised as they unpacked the 'Anatomy of a Modern Brand' and how they work to act as a bridge between client expectations and creative ambition. Their work for Deus Ex Machina is proof that designers can push the boundaries with modern brands to add to the brands personality and story.
I also found the 'Girls To The Front: Making Space For Women in Leadership' panel both constructive and insightful as we heard from some of the top female names in our industry. Women start out as the majority in creative fields through both education and junior positions however are vastly under-represented in leadership roles. Ngaio Parr, Niccola Phillips & Jane Connory each had great points to put forward during this discussion on how they have dealt with this through their careers and how we can work to change this trend through education.
Chris Doyle and Michaela Webb had a down to earth chat regarding you the designer, and how to better your career. 'Just aim to be better. Don't worry about what happens when you become great. Focus on improvement'.
The talk that stood out for me at the Adobe Make It conference was the talk Deloitte Australia gave about how the type of work designers are taking on is broadening. The talk was focussed around how designers, who are naturally empathic to who they are designing for, can apply their design process and thinking skills to help solve social problems. I am particularly interested in using my design skills in this way.
One of my favourite moments at the conference was delivered by Alex Amado, Vice President of Experience Marketing, Global Marketing Organization, and likely holder of longest job title, at Adobe. It was super encouraging to hear that one of the most powerful and leading businesses in the industry were shifting their approach to how they deliver experiences. Their new three-pronged approach takes into account:
- Embracing your Community & Co-Creating with them
- Engaging your audience with meaningful content and experiences (as opposed to higher volumes of unengaging content).
- Utilising data to provide great experiences
It’s wicked to see Adobe leading by example and, considering the likely flow on effect this will have throughout the industry, I think the results will only be positive for creatives and clients alike.