New Identity for Adobe MAX 2024 by Play

Inaugurated in 2003, the first version of what would become Adobe MAX was the Macromedia MAX Conference in Salt Lake City, UT. Prior to 2003, Macromedia had been hosting two separate annual conferences to cater to their general software users (UCON, since 1990) and web developers (DevCon, since 1999). MAX was their effort to combine these audiences with one big event, featuring support labs, networking, a judged competition, and a showcase of the latest Macromedia products. Adobe acquired Macromedia in 2005. The Macromedia name has long since fizzled out, but they’ve kept MAX going in continuity as an annual conference, switching from in-person to online-only during the COVID-19 pandemic in 2020 and 2021, and switching to a hybrid in-person/digital affair ever since. While promoting