Evolving a brand that uplifts and supports women in the workplace
AsanaWomen is a community that provides support, resources, events, and an inclusive space for Asana employees who identify as women, and their allies.
Project goalsUpdate logo, color palette, and consider applications on printed clothing and embroidery
Deliver collaborative templates for social media & internal promotions
Previous logo and color palette
Previous social media templates
Aspirational visual moods
Direction 1
This option balances a rounded, contemporary wordmark with a playful, poppy color palette and full-color photos. Feedback included concerns around being able to print such vibrant colors.
Direction 2
This option juxtaposes a sharp wordmark softened by a warm, rich, earthy color palette that is balanced out by grayscale imagery, which allows for a consistent look with supplied photographs.
Final direction
The stakeholders loved the idea of a new, warm color palette but liked the softness of the wordmark in the first direction. The final branding is strong, mature, and elegant—the combination is empowering. The final brand kit reuses the illustration pattern that the team already loved, and extends the palette across social asset templates, swag, posters, and more.
Company Asana
Role Design
Team Zach Miller, Kayla Triester, Laura Draper, Anna Hurley