ASANA – 2024

Work Innovation Summit

The brief

Create an evergreen creative concept for the Work Innovation Summit event series, establish an evolved look and feel, and design the environment and signage.

Quick view of the branding kit I created for the series (many more sections + slides not pictured)


NEW + IMPROVED VISUAL DIRECTION

With innovation at the core of this event series, we wanted the identity to represent the art of transformation through continuous improvement and progress.

This visual direction is a lively abstract manifestation of forward momentum and the advancement of innovative ideas.

The color system is used tonally for a sophisticated visual experience. Our primary pairing – dark and bright coral –are used in most high-trafficked areas of the event, including large brand moments. Our secondary colors: blue, green, and purple, are used to delineate activation areas and content tracks.

We created four distinct linear patterns to use in both digital and physical applications. We wanted the pattern to be 2d but still feel dimensional and full of energy. Morphing circles sit behind the glass distortion – an homage to the three circles in the Asana logo.

Each pattern has a few variations depending on placement. These were created to give the team more optionality but remain consistent. Each variant always zooms in or out by five panels.