Combine “essentials” and “necessities” and what do you get? Essity, a leading global hygiene and health company. The company focuses on creating sustainable hygiene and health solutions sold to businesses and individuals worldwide through dozens of popular brands such as Tork, TENA, Bodyform, Libresse, and Tempo.
With brands sold in over 150 countries, business units company-wide work with teams of designers to create all of the content assets needed for websites, marketing campaigns, and other displays for Essity and its retailers. To win the digital shopper and accelerate e-commerce, the graphic design team for the consumer goods division expanded, but still had difficulty keeping up with demand.
Mihail Marinov, Shopper Content Manager at Essity, explains that with designers having so much work, the team needed to find ways to work more efficiently. “Designers have to complete projects and move on to the next one as quickly as possible,” explains Marinov. “We don’t have the resources to have designers spending time recreating assets or continually reopening projects to make adjustments.”
The most time-consuming parts of content creation tended to be organizational. Designers needed to wait for requesters to deliver all of the relevant information, which could sometimes take days of back-and-forth communication. All stakeholders needed to offer feedback and approve final content. But much of this essential communication took place piecemeal across emails and chat without formal governance or structure. The result was duplication, overtime, and endless rounds of review.
Essity began looking at systems that could help manage complex design workflows from beginning to end. After a serious market analysis across various solutions, Essity chose Adobe Workfront for its ability to harmonize all processes associated with content creation right out of the box.
“We liked that Adobe Workfront natively excels at harmonizing content creation workflows for remote teams,” says Marinov. “It has the capabilities to add clarity and efficiency to very complex design processes.”