Adobe Firefly

Adobe needed a new visual design system for Firefly that was distinct from the rest of the Creative Cloud suite. The new system needed to share the same DNA as the rest of the Adobe brand for consistency, while having its own personality that highlighted the unique capabilities of Firefly’s robust AI-powered platform. I partnered with long-time Adobe employees with a deep well of knowledge about the brand and developed a bespoke system specifically for Firefly. The end result was an extensive card-based system that was featured on the Adobe website and showcased at Adobe MAX 2025, with carefully chosen moments of playful expression that extended beyond the container shape of each card.

That design system became the foundation for everything featured on Firefly's website. I worked closely with Adobe’s in-house design team to help build the system out across the Firefly site, making sure the visuals were engaging and the UI/UX was intuitive. The new system was built to be user-centered at its core, balancing clarity with playful expression—all while showcasing the diversity and scale of Firefly's AI-powered tools through distinctive visual storytelling, with custom static and animated executions.

Studio: Adobe’s in-house design team
Senior Design Manager: Alex Hunt, Christina Cox
Operations Manager: Layan Olabi
Content Producer: Meghan Ryan, Emily Davis
Design Lead: Chris Cowans, Clara Nguyen
Design: Chris Cowans, Clara Nguyen, Jack Powell, Glenn Chan, Mark Ishak

All Features

A wide variety of cards were designed and organized into four main tabs on the Firefly website: Explore, Image, Video, and Audio.

Every tool lived in a card, and every card was the same shape—with carefully selected elements designed to break free of their container for small moments of playful expression.