Case Study: Asana achieves a more distinctive brand identity with Moving Brands

Asana builds a more collaborative brand with Moving Brands

Moving Brands partnered with Asana, a collaboration software company founded by Facebook co-founder Dustin Moskovitz. The challenge was that while Asana was a product with a strong personality and cult status, its existing branding failed to effectively convey its unique identity and core values to the world.

The solution implemented by Moving Brands was a comprehensive rebrand centered on the new narrative "Do great things together." They re-engineered the logo, placing the iconic three dots in a huddle to signify collaboration and using bright gradients to represent team energy. Moving Brands delivered a new brand identity system that powerfully conveyed Asana's core belief in enabling people to do world-changing work together.

Asana