Adobe Acrobat

Adobe Acrobat

Situation

Adobe had created a revolutionary new product that offered enormous benefits in document management, but was complicated to explain. We were asked for help with naming, identity and positioning.

Naming and Identity

We created the product name “Acrobat” to cut through the dense, jargon-filled technology space and create alliterative linkage to Adobe. The name was meant to simply and clearly convey our benefit statement, “amazing feats between platforms.” Combined with the graphic design of a triple-loop resembling the letter A, the product identity reinforced Acrobat’s connection to Adobe.

Results

The Adobe Acrobat launch was met with great enthusiasm, earning awards including “Best New Product Introduction” and “Most Significant New Technology.” It has gone on to become one of Adobe’s most successful products.

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Date

February 3, 2016

Category

All Case Studies, Identity and Brand Strategy, Messaging Strategy, Names and Naming Systems, Positioning Strategy

Tags
Adobe Acrobat, Identity, Messaging, Naming, Positioning