Asana
Creating an extensible framework for acquisitions
Problem
Due to not having a framework for designing ads, and multiple designers working on ad creative over the years, Asana’s ads in market were visually inconsistent, creating a disparate brand impression for potential customers.
Goal
Create a framework that enables designers at Asana and our agency partners to create consistent, on-brand creative, as well as delivering flexible guidelines that will allow us to quickly create ads in many different languages.
Audit
First, I did an audit of our current ads to see what was working, based on performance and ad design best practices. Balancing that with our brand elements and attributes, I came up with a flexible template and basic guidelines to help any designer create ads that feel on brand and consistent with other work being created across the team.
Framework
By standardizing elements like logo and CTA size and placement, typography, buttons, background colors, text treatments, and more, our ads now feel consistent no matter who creates them or what content they contain.
The framework is flexible enough to accommodate short and long headlines, as well as translated text.
Application
Our first set of ads tested different headline and illustration combinations. After messaging learnings, we branched out into different color treatments and eventually international markets.
Company Asana
Role Design