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Adobe Creative Intelligence System

Industry

  • Marketing Technology

Year

2026

Team

  • Shawn Leboutillier
  • Matty Woodward
  • Antoinette Chow
  • David Dorsey
  • Evan Martinez

Fictional brands, built to demo a very real AI system.

Services

  • Visual Identity
  • UI/UX Design
  • Marketing Collateral

Brief

The Creative Intelligence System is a joint product from Code and Theory and Adobe that closes a gap in enterprise marketing: customer data shapes the brief and explains the results, but goes dark during the creative decisions in between. It debuted at Adobe Summit, built first for financial services. I designed the UI for the product itself, led the branding for a fictional financial services company, and collaborated with another designer on a fictional tech brand — both used throughout the sizzle video and the Summit demo to show how the system would work in the real world.

Finding

The branding needed to disappear into believability. Asta (financial services) and Synth (cloud infrastructure) had to feel like real companies with real design systems, not placeholder logos slapped on a demo — that fidelity is what let stakeholders see exactly how the product would work against a brand that wasn't hypothetical.

Asta brand deck — slide 1 of 12
Asta brand deck — slide 2 of 12
Asta brand deck — slide 3 of 12
Asta brand deck — slide 4 of 12
Asta brand deck — slide 5 of 12
Asta brand deck — slide 6 of 12
Asta brand deck — slide 7 of 12
Asta brand deck — slide 8 of 12
Asta brand deck — slide 9 of 12
Asta brand deck — slide 10 of 12
Asta brand deck — slide 11 of 12
Asta brand deck — slide 12 of 12
Asta landing page, top third
Asta landing page, middle third
Asta landing page, bottom third
Synth logo mark on yellow
Portrait with a data-glitch overlay effect
Wavy architectural ceiling texture
Developer wearing glasses, code editor reflected on screen
Double-exposure portrait with Synth brand copy overlay
Synth wordmark on a teal gradient
Synth brand color palette swatches
Synth brand copy: provision capacity in seconds
Code snippet styled in Synth brand colors
Synth landing page, top third
Synth landing page, middle third
Synth landing page, bottom third

Process

Building the brands that made the demo real.

I sourced the look and feel for Asta, a fictional financial services company — logo, type, color, and a full landing page — so the Creative Intelligence System had something real to demonstrate against instead of a hypothetical client. On the tech side, I collaborated with another designer to build out Synth, a fictional cloud infrastructure brand, the same way. Both became a focal point of the sizzle video and the product demo shown at Adobe Summit. From there, I built the supporting marketing collateral — email templates, social posts, decks — to tell the partnership story consistently everywhere it was used to co-sell the product, and designed the UI for the CIS product itself along with the demo experience shown at Summit.

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