ASANA BRAND
About the Project
BRAND STRATEGY, IDENTITY, & DESIGN
2014-2015
GOAL: Maximize clarity in the product. Create a unique brand that accentuates Asana's core identity.
WORK: I will use the pronoun "we" here because all this work in less than 9 months took an entire team effort. I led the Brand Design team. We started with a brand strategy, drafting a brand narrative and attributes to craft our core identity. We then worked with Moving Brands on creating a logo. We then brought the design back in-house to modify the logo and redesign our product and marketing.
I was involved in every aspect of the Brand System shown above. It was an epic transformation of Asana. I could write a case study on each of the 21 items listed.
RESULTS: We allowed users to use the old Asana product or stick with the new one. Less than 1% chose to return. The outpouring of support for the latest design was overwhelming, and #newasna trended on Twitter for over a week. Asana's design won several awards that year.
Collaborators: Amanda Linden (Head of design), Vanessa Koch (lead designer), SAM GOERTLER (LEAD PRODUCT MANAGER), Jessica Strelioff (Brand), Amanda Buzard (brand), Micah Daigle (Product), Stephanie Hornung (Design System), Tyson Kallberg, (mobile), Paul Velleux (Product), Greg Elzerman (MOTION), Anna Hurley (Illustration), Emily Kramer (marketing), and many, many more
FURTHER READING: Circling ourselves: The story behind the asana rebrand, Finding Clarity and Energy, How Asana Won With Its Product Redesign, The Three Dotsketeers: Brand New Review OF ASANA LOGO
