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Luxury Spirits Brand Coordinating US-India Marketing with Adobe and Slack
Company Situation
The company operates in the premium spirits industry, focusing on luxury vodka. Their team is geographically distributed, with design and marketing resources located both in the U.S. and India. They recently launched their brand in multiple U.S. states and India, rapidly generating significant raw creative assets. Their in-house design team works alongside various external vendors, including social media, PR, and marketing agencies, as well as sales teams and hospitality partners like bars and restaurants.
Existing Workflow
Currently, the company stores approximately 3.5 to 4 terabytes of raw creative data on Google Drive as cold storage. Active creative collaboration is managed via Google Drive links and communication is handled through Slack, WhatsApp, and email. Design work is done primarily using Adobe Creative Cloud applications such as Illustrator, Photoshop, After Effects, and Premiere Pro. Sharing updated files and tracking versions requires manual uploads and downloads, with feedback exchanged via calls or messaging apps.
Issues with the Existing Workflow
Lack of a dedicated Digital Asset Management (DAM) system hinders effective version control, causing confusion over which files are the latest.
Google Drive does not support metadata tagging or advanced search, making it difficult to quickly find specific assets (e.g., standalone bottle shots across multiple shoots).
The dispersed team structure and multiple external vendors complicate file sharing and coordination, leading to inefficiencies.
Storing all raw data in Google Drive is costly and inefficient, particularly since only a subset of assets are actively used.
Current feedback and update processes are manual and fragmented, requiring repeated file sharing and increasing the risk of errors or outdated collateral being distributed.
How Shade Would Change Their Workflow
Shade would serve as an integrated DAM solution that directly connects with Adobe Creative Cloud, enabling seamless collaboration on active files with full versioning capabilities. By tagging assets with rich metadata, Shade would allow the company to search and retrieve files more efficiently, eliminating the need to navigate multiple folders or shoots. Shade would also reduce storage costs by managing only actively used assets, while cold storage remains on Google Drive. The platform would centralize sharing and feedback, ensuring all internal teams and external partners access the most current creatives instantly. This integration would streamline workflows across distributed teams, improve asset control during marketing activations, and reduce time spent on manual file exchanges.
Benefits
- Efficient version control with automatic updates visible to all collaborators
- Advanced metadata tagging and powerful search to quickly locate assets
- Seamless integration with Adobe Creative Cloud tools for design workflow continuity
- Reduced storage costs by managing active assets separately from cold storage
- Improved collaboration and communication across geographically dispersed teams and vendors
- Centralized, secure sharing of marketing collateral with partners, sales teams, and hospitality companies
- Enhanced control over creative asset distribution during events and activations
Technologies Used
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