Case Study: FOND OF achieves streamlined multi-brand management and smoother employee onboarding with Asana

From people to products How FOND OF manages their many brands with Asana

FOND OF, a Cologne-based maker of ergonomic backpacks that grew from a single product sold out of a car to eight distinct global bag brands and ~215 employees, needed a way to coordinate fast-paced product launches, centralized creative work, PR and a strong employer brand without drowning in email. Juggling two annual launches per brand, in-house design and web work, a major company rebrand, and onboarding new hires revealed risks of information slipping through the cracks and made alignment across teams a major challenge.

FOND OF rolled out Asana company-wide for HR, brand teams and corporate communications—using onboarding projects, creative-request templates, custom fields, web-ticket tracking and a central PR project—to keep work visible and communication in one place. The result: fewer email threads, smoother day-one onboarding, consistent cross-brand launches, a successful rebrand, and faster, more startup-like iteration that preserves culture while scaling the business.

FOND OF

Martin Steinbach

Head of Corporate and Employer Brand