Adobe Editorial Pages
CHALLENGE
The Adobe brand is the industry standard for creative software. Fans know their name but rarely visit their site. We were challenged with developing content to increase traffic to Adobe's website.
SOLUTION
By creating a series of helpful, entertaining and professionally informed articles for beginners, intermediates and experts we were able to increase traffic to Adobe.com by almost 90%.
WIREFRAMING
It’s hard to build a system without a plan, so I started with a detailed set of wireframes. The goal was for this to be used by multiple designers on the team so it's important to add in all the details from font weights and sizes to spacing between elements.
These specific details also made things easier for the development team I worked with and saved some (but not all) headaches down the road.
From these wireframes, I created a set of adaptable components so designers on the team could quickly drag and drop modules to put together custom pages that fit into the system.
UNIQUE CONTENT
We built a database of subject matter experts (SMEs) - pro photographers, designers, illustrators and videographers - that we interviewed to find those golden nuggets to give the pages a unique point of view.
We leveraged SME artwork, as well as artwork from local artists and artists across the world through behance to give each page that custom curated feel.
TO DATE WE'VE WRITTEN, DESIGNED AND PUBLISHED OVER 450 PAGES AND COUNTING
These pages weren’t just thoughtfully designed, they were primed for SEO publishing—optimized copy, custom metadata, and intentional HTML structures that maximized SEO scoring.
FIRST-PAGE RANKINGS ON GOOGLE GREW 26% QUARTER OVER QUARTER.
INCREASED ORGANIC TRAFFIC TO CREATIVE CLOUD SEO CONTENT PAGES ON ADOBE.COM BY 88% IN THE FIRST 6 MONTHS.
ADOBE ALSO EXPERIENCED A 139% INCREASE IN REVENUE DRIVEN BY THESE FOCUSED, ACCESSIBLE ARTICLES THROUGH ORGANIC SEARCH.
THIS PROJECT WAS A (BIG) GROUP EFFORT
DESIGN DIRECTION
Jaime Barrett, Joe Carolino, Lenore Prato
WRITING
Jim Gibbons, Elizabeth Harney, Jeremy Resnick, Mary Yajko, Margaret Park Bridges, Elise Choi, Joe Streckert, Thomas Wells, Annie Russell, Christine Miller, Hannah Dugan
DESIGN
Allison Bowe, Ryan Smith, Rachelle Haines, Becca Pierpont
STRATEGY
Nathan Stenberg, McKenna Albion
PROJECT MANAGEMENT
Megan Trevarthen, Regina Atoigue, Madeline Byers
ACCOUNT MANAGEMENT
Liz Goodin, Claire Sonnier
