How could Adobe create a new software suite for true photographers that was differentiated from their flagship Photoshop brand (which began as a photographer’s program and became known as an artist’s tool)? The UI metaphor was steeped in traditional professional photography metaphors – loops, lightboxes, negatives.
With naming, we explored a wide range of options, but coming up with the simple story of “everything you’d do in a dark room, now in the light” led to the name that I’m most proud of.
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