adobe max

I was approached and commissioned by adobe to create some iron-on patches for their upcoming adobe max london conference.

the brief: design anything that falls under the theme ‘dream bigger’

all work illustrated and designed in adobe illustrator and later edited in photoshop

AGENCY

SERVICES

ART DIRECTION

GRAPHIC DESIGN

illustration

adobe

CREDITS

gili ofir

katherine chui

hannah rafter

rosie maddison

concept one: the dreamer

The illustration is inspired by two shops in my hometown, which are located right next door to each other: Head in the Clouds—a t-shirt shop—and Feet on the Ground—a shoe shop.

Originally, I designed a poster featuring this concept, but I’ve since adapted it for this project by transforming the illustration into a iron-patch. This adaptation feels like a natural evolution of the original idea, and I believe it encapsulates the way creatives can often be in their own world, thinking of the next good idea, and dreaming of something bigger.

(Chosen concept)

concept two: fortune ticket

At many piers in seaside towns across Britain, the arcade is a magnetic pull, drawing in visitors with the jingle of £1 coins in their pockets. The thrill of the claw machine, mini golf, and the ever-addictive 2p pushers is irresistible. But for me, the real magic lies with Zoltar Speaks—a fortune teller in a glass box who, for a single coin, hands you your fate on a beautifully printed ticket.

Inspired by a recent trip to the southwest coast, I found myself once again face-to-face with the legendary Zoltar. This time, my fortune read: "To You, Your Fortune Awaits."

I wanted to create a patch that captured this feeling—the anticipation, the mystery, the sense of possibility. Because while I love the thrill of having my fortune told, I’ve always known one thing: my destiny, good or bad, has always been in my hands.

This patch is a reminder of that—a one-way ticket to your future, waiting for you to take control.

concept three: fish of fortune

Still inspired by the notions of fortune and fate, I began to explore the concept of lucky animals. Naturally, familiar symbols such as cats and rabbits came to mind, but one that particularly stood out was the fish of fortune, a traditional game in which a paper fish changes shape to reveal one's fate. In my research, I also discovered that flying fish are often associated with freedom, breaking boundaries, seizing opportunities, and embodying courage.

As a designer and avid doodler, I frequently sketch in my day to day, yet certain motifs consistently reappear when my mind drifts into a daydream. One of those is fish, they’re something I've always illustrated and will find repeatedly in my sketchbooks. This design not only symbolises fortune in a literal sense, it’s also deeply personal to me and my creative style.

adobe max london 2025

adobe max london 2025