Regardless of the event—creative or digital marketing—the bar for craft and audience expectations is always immense. Adobe Summit, our annual digital marketing event, is designed for the best marketers in the world. They expect Adobe to put on a show that not only entertains but also demonstrates the latest marketing technologies that will make them more successful. Much like MAX, every aspect of Summit has to be flawless—from the streaming experience and mainstage keynote to the stories we tell, often through mini documentaries about inspiring marketers and brands.

Summit is just one of more than 15 large-scale shows I’ve had the privilege to lead, but it’s one I’m especially proud of. The identity we created for this event stood on its own as visually striking and engaging, yet it was the story woven into it that gave the work real depth. That combination of beauty, meaning, and precision is critical to Adobe’s brand, and it reflects the level of craft we put into everything we create.