![]() This is where designers can save the day, by defining and maintaining (often tenaciously defending) a brand identity. ![]() When left to their own devices, salespeople might create documents like these, ranging all over the map in terms of design: This is because the majority of the rest of us mere mortals do not have a brilliant design sense, and very few of have managed to master Adobe InDesign, which is omnipotent only to the extent that you learn how to master its capabilities. Most organizations care quite a bit about defining their brand, and this is where designers truly earn their keep. Considering only this fundamental use case, there are good reasons that Adobe InDesign has evolved into the magnificent application that it is today, and creative geniuses engage this powerful tool to make these important materials on a daily basis, all over the world. Organizations need documents, and the almost universal, lowest-common-denominator requirement is for marketing collateral: business cards, product flyers, postcards, etc. Why do designers and Adobe InDesign exist in the first place? In preparing the webinar, I noticed that Jeff had used the title “How to Share InDesign Files” for his presentation, and I think that’s a great way of looking at it. It meets the challenges of scaling collaborative design, offering ever-greater capabilities with each passing year. ![]() The Silicon Designer product, however, doesn’t sit still. Most of the content about the “why” was created by the great Jeff Seal, a few years ago.
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