Case Study
Adobe Brand Chartbook
Principles on how to protect and nurture the brand
Client
Adobe
Year
2024
A rare starter’s guide crafted to help both new and seasoned members of the Adobe Japan team understand the value of brand. Not just to follow it, but to feel it, protect it, and grow it together.
Snapshot
Guidelines tell teams what the rules are. The Chartbook explains why they matter — which is where brand drift actually stops.
Client: Adobe · What it is: the Adobe Brand Chartbook (ABC), a starter’s guide to the brand for the Japan team · Audience: new and seasoned team members alike · Purpose: bridge global brand intent with local understanding · Outcome: on-brand decisions made with clarity and confidence, without waiting for a review.
The Chartbook made the brand feel like something the whole team owns together — not rules handed down from headquarters.
NT
Member of the team
The business situation
A legendary global brand still has to be interpreted locally, every day, by people who weren’t in the room when the rules were written. In Japan, that gap between global intent and local execution is where drift starts — not through carelessness, but through translation, distance, and turnover.
Brand governance isn’t enforcement; it’s enablement. The Chartbook turns Adobe’s principles into a working reference that helps every team member feel the brand, protect it, and grow it — so consistency becomes the default output of the team, not something inspected for at the end.
Let’s bring your vision to life
Alex Scott is your first conversation. Tell him the challenge your are facing in and he’ll help you figure out what it actually needs, whether that’s a project, a retainer, or simply a pointer in the right direction.
Alex Scott
Your first point of contact
Contact us
Case Study
Adobe Brand Chartbook
Principles on how to protect and nurture the brand
Client
Adobe
Year
2024
A rare starter’s guide crafted to help both new and seasoned members of the Adobe Japan team understand the value of brand. Not just to follow it, but to feel it, protect it, and grow it together.
Snapshot
Guidelines tell teams what the rules are. The Chartbook explains why they matter — which is where brand drift actually stops.
Client: Adobe · What it is: the Adobe Brand Chartbook (ABC), a starter’s guide to the brand for the Japan team · Audience: new and seasoned team members alike · Purpose: bridge global brand intent with local understanding · Outcome: on-brand decisions made with clarity and confidence, without waiting for a review.
The Chartbook made the brand feel like something the whole team owns together — not rules handed down from headquarters.
NT
Member of the team
The business situation
A legendary global brand still has to be interpreted locally, every day, by people who weren’t in the room when the rules were written. In Japan, that gap between global intent and local execution is where drift starts — not through carelessness, but through translation, distance, and turnover.
Brand governance isn’t enforcement; it’s enablement. The Chartbook turns Adobe’s principles into a working reference that helps every team member feel the brand, protect it, and grow it — so consistency becomes the default output of the team, not something inspected for at the end.
Let’s bring your vision to life
Alex Scott is your first conversation. Tell him the challenge your are facing in and he’ll help you figure out what it actually needs, whether that’s a project, a retainer, or simply a pointer in the right direction.
Alex Scott
Your first point of contact
Contact us