Adobe MAX 2017 identity


Adobe commissioned me to create the identity of the MAX creativity conference 2017 in Las Vegas based on my master thesis ‘BTW’ – a modular system consisting of two components: a typeface, produced by 3D printing, and a variety of physical processes associated with the letters.


After designing a labyrinth version of MAX logo and a pattern of several word combinations – also using the ‘BTW’  font – I developed six analog effects which present the logo in different overall impressions. In four shooting days, a crew from Adobe captured the experiments in my studio in Düsseldorf. The design was transferred into various applications for the conference, like banners, videos, shirts and many more.


Concept & Design:
Thomas Wirtz

Technical Support & Music:
Frédéric Wiegand

Creative Director, Adobe:
Kashka Pregowska-Czerw

Director of Photography, eMotion Studios:
Dave Driver

Senior Creative Director, Video, Adobe:
Dan Cowles

Commissioned by Adobe for Adobe Remix