ADOBE UK

Creativity for Everyone

Launching Adobe’s first UK-specific Instagram with a bold, community-driven voice.

In 2022, I was part of the team that successfully pitched to Adobe and helped launch their first dedicated UK Instagram account. The challenge was clear: how do you shift Adobe’s perception from a purely functional tool to a brand that sparks emotion and champions creativity for all?

Our answer was to build a platform that felt distinctly, proudly Adobe UK. We set out to celebrate the creative spark in everyday life - spotlighting local talent and creating content that felt educational, relatable, and inspiring. My role focused on crafting a consistent visual and editorial style that engaged existing followers while welcoming in a whole new community.

The results spoke for themselves. Year-on-year impressions grew by over 400%, engagements by 180%, and followers across Instagram and TikTok increased by 34%.

Social Media
Visual Identity
Visual Design

Process
To stay at the forefront of creative trends, I made time each year to step back and help redefine our visual direction for the year ahead on social. This approach ensured we remained a leading voice in the sector, while staying fully aligned as a team on our strategic goals - surprising and delighting audiences with thumb-stopping content that sparks creativity for everyone.

Once we’d defined the key trends for the year ahead, I focused on tailoring them to our audience - creating mood boards aligned with audience insights to ensure the content was not only visually striking but also truly resonated with our demographic. From there, I helped build out a visual identity for the year - something the team could refer to and be guided by when designing, ensuring consistency and creative cohesion across everything we produced.

HANNAH LAKE