This doc details the messaging for the launch of Photoshop Express.

1. Adobe Photoshop Express Messaging Template
Tagline
Tagline Made You Look
Key Messages
Key Messages 1. Amplify Your Image - Look at you - so proud of your photos. Well stop smiling. People look crazy when they smile about photos. Your photos could be better. But there is a place for you. An online refuge
where you can take care of all your photo needs. Crop, rotate, tweak, twirl,correct and show off photos on your blog, Facebook or MySpace page. For free. It’s called Photoshop Express, and it’s always
open. Make your photos into something you’ll be happy to call your own. Give your mom gold fronts or your best friend a tragically oversized head. Photoshop Express gives you the opportunity to show
the world what you can do. So go do it.
2. Your Studio or Mine? - Sometimes artists show their work in galleries. There’s wine and cheese cubes and interesting people with berets. It’s great. But you’re not an artist. So you’ll get no cheese.
However, you will get a different place to show your stuff off. A place called My Studio. No, it’s not a crowded one-room apartment with a hot plate; it’s actually a new way to display your photos to people.
Form your images into the shape of your cousin’s ill-advised mullet. Create your own exhibit, then let people play and interact with it. You control how your photos look. Change any and everything as
often as you want. After all, it’s your studio.
3. Flex Your Photo Muscle (Photeltoid) - Make your friends wonder if you took a night school class. Stun them with the fact that all of your photos look like someone who knows what they're doing took the
time to crop, chop, and knock them into shape. Photos that used to be kind of boring and bland will become something that you might just become way too proud of. A little pride is OK though.
4. Free Rent - There’s nothing sadder than a photo without a home. You hate to see that. Make sure it never happens again by giving your photos a free ride with Photoshop Express. Just head over to
photoshop.com/express and register for a free membership. Then start uploading, tweaking, polishing and showing off up to 2GB of photos for free.
Feature Descriptions

2. Feature
Descriptions
1. Touchup: Clear Skin Without a Prescription - Nothing ruins a photo like that zit on your friend's forehead. The thing’s like a small economy car. Let the Small Blemish Zapper clear up those unwelcome
spots. Soon enough, everyone will have skin like a baby’s bottom in every shot you take. Unless you have friends with beards.
2. Pop Color: Turn Them All the Way Up - Do you want the blues to be a little brighter in that photo you took at that terrible beach in Jersey? Sure you do. You can even make your sunburn redder. Everyone
wants more color. With Color Pop you can enhance the colors in your vacation, fake ID, or everyday photos.
3. My Studio: You Little Show-Off - Go ahead. Take pictures with the sole intent of uploading and showing them off to all your friends. Now you have a free space to do just that. It’s your studio, and it’s
your work on display. Take a lot and show off to the world.
4. Auto Straighten: The End of Crooked - Looks like you took that one too fast. And a backfiring car probably startled you when you snapped that other one. Relax, that's why there's Auto Straighten. So
even if you were a little less than careful framing the shot of your dad during the Running of the Bulls, Photoshop Express can make it look like you were steady as a rock. Photoshop Express is not afraid of
bulls or your dad.
5. Exposure: Any More Bright Ideas? Yes. - You had to grab that shot of your grandma’s dog wearing the saddest ski sweater in the world fast. Looks like there wasn't enough light. Nice try. Thankfully,
you can nudge the brightness and contrast in your photos up or down anytime the light, or your grandma’s dog, isn't quite right.
6. Red-Eye Removal: No Red-Eye - We're well into the 21st century and camera companies still haven't figured out how to prevent shots of your friends looking like vampires. No worries. You can have all
the red eyes you want because Photoshop Express has Red Eye Correction. A few simple clicks will make you and your friends’ eyes look less horrifying in seconds.
7. Resize: Crop Any Size You Want - Picture of the beer can pyramid too big for Facebook? Just resize it, and let your friends enjoy the (not so difficult) fruits of your labor.
8. Rotation: Hello Horizontal (or Vertical) - Hey look— a nice sideways picture of your cousin. You know, she doesn't have to live that way. You can flip the picture 90° so all the coins don't fall out of her
pockets and people can actually enjoy the picture. Just Rotate. Clockwise. You know—to the right.
9. Slideshows: Not Just For Vacation Pictures - Remember the time your neighbor backed his mini-van off of an embankment? Then when the tow-truck came to the rescue, it slipped off too. You
probably took about 250 photos of the action. Well now you can create a one-of-a-kind slideshow to remind everyone of your neighbor’s driving skills. Slideshows really are the best way to show off all
those sometimes less-than-precious memories.
10. Soft Focus: Soften The Details - Got some unexpected or unwanted extra light in a shot? Just use Localize Soften, and you can adjust any overeager light source. Keep in mind, you can’t do things like
get rid of the sun. We need that to live.
11. Sketch: Art School For Cheaters - You say you’re looking for your photos to look a little more artistic? Like a hand drawn sketch of a solitary lighthouse in the moonlight. But instead of a lighthouse,
it’s your ex falling off the deck at her parents’ beach house.
12. Hue: A Little Green Around the Gils - Turn your family green in that picture from St Patrick’s day. Turn your face blue in that photo from your ski trip. Change the whole picture by adjusting the hue.
13. Tint: Filter More Than Just Coffee - Your boss looks a little upset that you took that photo of him at the company party. Hey, don’t stop there — add to the mood by turning the whole picture red.
Tinting filters let you splash a color coating on any photo. With sepia, red, blue or green, you can shift the mood of any of your pictures of your soon-to-be ex-boss.
Target Audience
Primary: 18 -24 This is a crowd that’s trying new things. They’re trying to make you think they invented the web. When in fact, they’ve reinvented it. They're trying to show off to their friends. They're having fun and
experiencing life while wearing the most ironic and retro clothing money can buy. And they're sharing these experiences with everyone in their online world. The target audience is always connected. It’s
almost eerie. If they're not online, they're photoblogging, texting and Twittering. They're always in touch with their online world in some way or another. They take photos. A lot of photos. Mostly of
themselves. These photos are their way of making something that defines who they are. And Photoshop Express will help them show off in new and entertaining ways. And it's free, so they can use it anytime
they’re near a computer and feel like they want to share something new. It's a tool that will let them mess around with their own photos and find new ways to communicate with their friends. This target is at
the heart of the user-generated content movement, and they'll be leading the way with Photoshop Express.
Messaging Pillars

3. Amplify Your Image There are OK photos, and there are photos that will make people stop and look twice. You can do anything you want with your pictures, so you might as well go nuts on them. Customize them. Trick them
out. Make them unique. Make them yours.
Tweak and change all you want with:
Pop Color / Hue / Black and White / Censor Blur / Tinting / Sketch / Distort / Localized Color / Localized Soften / Noise Removal / Pinch / Sharpen
Even You Can Do It Admit it. You get confused by complex things like buttons and doors. So it should come as a huge relief to see how easy it is to go from camera to slick photos in just minutes with the help of Photoshop
Express. It’s a 1-Click Fix kind of place.
Get in and out faster than a drive-thru line at McDonald’s with easy-to-use features like:
Crop & Rotate / Auto Correct / Red-eye Removal / Resize / Sharpen / Touchup
Show and Tell Where do you go to show off your mega photo awesomeness? To your Studio of course. It’s a space where you can show off your favorite images and in whatever way you darn well please. Display your
pictures in the shape of a double helix or a keg. Upload them to Facebook and MySpace. Or just email your friends and tell them to check out your stuff. They're all online, and they're all in your control.
Evidence:
• Upload to your Facebook or MySpace page.
• Share it with everyone as a studio album or a slideshow.
• Blog about it just to make sure nobody misses it.
Blurbs
35 Words You shot it. Now do something to it. Crop, rotate, tweak, twirl, and smudge it. Make it pop. Do it all at Photoshop Express, the place where you polish your photos and show them off.
80 Words Your photos are as good as anyone's – maybe even better. And you can point that out to every person you know with the help of Photoshop Express, the place you go to trick out your photos and show them
off on Facebook or your blog. You can also use your Studio to display your photos however you want - in a slideshow or in the shape of a ninja. And you can store upto 2GB of your best stuff. For free.
100 Words Your photos say a lot about you. Mostly that you like taking pictures of yourself. Why not show off those photos at Photoshop Express? Resize, add color and tint, correct blemishes, distort faces, and add
your mark to everything. Make them great or ridiculous. Then just upload your images to Facebook, your blog, or whatever. And when you want to show off even more, use your customized Studio to show
everyone what you’ve been doing with your weekends. Put up a slideshow of your best and worst moments from the past week or create an album in the shape of your cousin's mullet. You also get 2GB of
space for your photos. Oh yeah, and it’s totally free.