Challenge

Adobe, the leading global technology and software company, needed a targeted marketing campaign for the newest edition of its popular InDesign program. Adobe asked Mucca Design and longtime collaborator Roberto de Vicq de Cumptich to highlight the sophisticated features and creative potential of the program.

Action

As branding and design specialists, as well as enthusiastic users of the software, we were uniquely qualified to show just how creative the new Adobe InDesign products allow you to be. To demonstrate the software’s capabilities to its target market of design professionals, we conceived and created the highly celebrated book, Words At Play. It features typographic portraits of famous writers and celebrated personalities fashioned exclusively from the letters in each person’s name. Each spread in the book graphically illustrates a specific feature, described within the context of the authors’ quotes—a memorable and entertaining way of showcasing the spectrum of possibilities in Adobe software. The concept was extended to a website designed to engage the visitor through the artful orchestration of sound, animation and design, echoing the principal themes of the book. In support of the website, the team also created an award-winning promotional flip book that mimics the animated motion of the site.

Results

The Words At Play website received a coveted Webby Award, and the overwhelming success of the materials inspired a continued collaboration between Mucca, Vicq de Cumptich and Adobe, including designs for the Adobe Design Achievement Awards.

Recognition

• 365: AIGA Annual Design Competition 26
• Print's Interactive Design Annual, Interactive Category
• How Magazine's International Annual
• "Spoken with Eyes" exhibit, UC Davis Design Museum
• Webby Awards, Best Home Page and Best Welcome Page

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