In-house team Est.
Brand Creative
The Brand Creative team brings Asana’s brand expression to life through innovative and standardized design, copy, motion, sound, and experiences. We partner with teams across Asana to deliver emotionally resonant work to our current and future employees, customers, and prospects. Our mission is big and motivates every step we take, but we don’t take ourselves too seriously. When the time is right, we create moments of unexpected delight. When we have fun, we make countless workplaces a lot less boring and help people find joy in the process of work.
FOLLOW THE TEAM AT
https://asana.design
Team Members (27)
(AS OF PUB. DATE: Oct/2/2023)
On working in-house…
Benefits
Working in-house sometimes means trading breadth for depth—digging deep into creative solutions built for longevity and scale. We have the benefit of being able to iterate on our brand expression over time—meeting consumers where they are and ensuring the brand is always relevant. We not only get to care about the quick wins, but the long game of creating a brand that people recognize, resonate with, and love. Being in-house means we’re not just executing creative, but have a seat at the table and get to co-create the future of Asana with our partners.
Challenges
Focusing on one brand means balancing being extremely consistent to ensure brand recognition and finding opportunities for expressiveness to ensure individuals are growing themselves and their work. Using Asana every day on the creative team allows us to become experts at understanding our product, but we need to always challenge our assumptions to create work that resonates with many other audiences and industries beyond our own.
On working with…
Others
We typically work with freelancers or agencies for a few reasons: high-volume production work, supplementing a specialized technical skill, or transcreation and regional creative. This allows our in-house team to focus on what we know and do best, while being supported by a network of talented creators to scale our team’s reach and impact.
Guidelines
Our brand guidelines document the creative expression of our brand identity. We use these rules and standards in our work to build brand equity for Asana. Our guidelines are split into two sections for different audiences: using the brand for everyone vs creating the brand for designers. The best way to think about our brand expression is like a wardrobe. While we might outgrow some things and our style may evolve over time—who we are and what we stand for remain constant. Aspects of our guidelines are treated like a sliding scale—dialing up or down levels of expressiveness depending on content, channel, or where someone is in the customer journey. This allows us to be consistent where it counts, while giving us some room to push the boundaries within reason.
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