Adobe tasked us with bringing its Adobe Express platform to life on social. Knowing that many perceive Adobe tools as only for trained designers, we worked to appeal to a younger demographic of creators, small business owners, and self-starters looking for an approachable (and free!) alternative. I led tone of voice development for Adobe Express’s channels, redefining it to fit our audiences. I concepted and wrote 40-50 assets a month with my partner and team—bringing a unified look, feel, and sound to the brand.