ASANA BRAND
About the Project
PRODUCT DESIGN // PRODUCT STRATEGY
2024
I helped lead Asana's comprehensive (and critically acclaimed) rebrand and redesign while building the team that brought it to life.
We started by defining Asana and how it should be perceived, establishing brand attributes that guided all design decisions, and resolved conflicts.resolving
Working with marketing and our branding agency, we developed our three-dot triangle logo because it:
Embodied our brand attributes: purposeful, quirky, approachable, and empowering
Maintained continuity with our previous logo while forming an abstract "A"
Conveyed our story: three dots representing the minimum team size, connected by a central glow symbolizing flow and balance
We then developed our complete design system in-house – shapes, typography, gradients, motion, illustration, and photography styles – enabling us to create cohesive marketing materials and complete our product redesign across web and mobile.
Collaborators: Amanda Linden, Jessica Strelioff, Amanda Buzard, Micah Daigle, Vanessa Koch, Emily Kramer, Moving Brands, and many others.
