A decade ago, MSI had just a handful of designers. Now the company has a 50-person design team working around the world. The team works together to create the massive amount of marketing materials needed for each new product release. With technology evolving quickly, that typically means eight to ten new products released every six months.
“Marketing is completely different today than it was ten years ago,” says Chen. “Today, our audience will go to YouTube for news and reviews before they even turn to a Google search. That’s why it’s so important that we have the tools that we need to create the best designs for every channel.”
Video is one of the most important ways for MSI to reach its core audience. Video can show off graphical capabilities, design details, and performance features of high-end computers in a much more dynamic way compared to static graphics. Using Adobe Premiere Pro and Adobe After Effects, marketers release at least one video per week to the company’s YouTube channel.
MSI designers use Adobe Photoshop, Illustrator, and Photoshop Lightroom for all other digital imagery. This may include logos, banners, graphics, and ads for a product. Animated GIFs are particularly popular on social media sites such as Instagram.
Designers also develop assets for third parties. This can include product images used by e-commerce retailers, or brochures and in-store displays created in Adobe InDesign for brick-and-mortar retailers. MSI sometimes collaborates with popular YouTubers to show off new products and designers will develop graphics and overlays used in these collaboration videos.
Through Adobe Creative Cloud, MSI designers gain access to all of the latest versions and apps in Adobe Creative Cloud. Designers can take advantage of new functions as soon as they are released to automate tasks, add new visual effects, and create beautiful designs faster than ever. Using the seamless integrations between apps, designers also can switch between apps to take advantage of the unique strengths and functionality of each app.
“We need to work faster and smarter than ever before to deliver the amount of marketing assets needed for each new product,” says Chen. “We can’t afford to spend time struggling with our creative tools. Adobe Creative Cloud gives us tools that work with us, not against us. Our designers have fewer limitations, so they can quickly turn their ideas into stunning artwork and marketing materials.”