Adobe 99U

Rebrand of an iconic conference for creative professionals

Branding, Page Layout

April - May 2020

Overview

The Adobe 99U Conference brings together visionary creatives and changemakers to explore what’s next in creative work. For The Creative Future theme, the goal was to develop a visual identity that captures the sense of uncertainty and possibility that defines the road ahead, not by predicting the future, but by expressing the belief that creativity has always been a driving force for progress and will continue to guide us, especially in times of change.

Solution

The design concept embraces duality: black and white as a symbol of the unknown, accented by a vibrant pop of yellow to represent optimism and energy. The visual language is led by loud, expressive typography and a layout that feels playful yet structured. A minimal palette keeps the focus on interaction, creating moments of surprise and delight that mirror the creative process itself. Every element reinforces the core idea: the future may not be fully visible, but it’s ours to uncover, shape, and bring to life.

Layout

The layout embraces generous white space, allowing the content to breathe and encouraging focus without visual clutter. This openness creates a feeling of clarity and calm. It offers room for the imagination while keeping attention on what matters most: the information.

Color

A simple, color-coded badge system was designed to make navigation and networking easier: black for press, yellow for speakers, and white for general participants.

This visual clarity helps attendees quickly identify roles and foster more intentional interactions throughout the event.

The website builds on the idea of hidden potential. At first, users see black-and-white images and design elements, but full-color visuals appear on hover, suggesting that beneath the surface of uncertainty is a world of possibility, revealed through interaction and exploration.