Brief

Develop a core illustration expression for Asana that is distinct, ownable, and scalable across product and marketing. The system needed to move beyond visual interest to add emotional clarity, storytelling, and brand recognition for a global audience.

Development

We approached illustration as a strategic communication tool, not a decorative layer. By evolving away from oversaturated industry styles and re-centering human-centric storytelling, we designed a flexible system that balances conceptual expression with warmth, intelligence, and ease, while allowing multiple illustrators to contribute without losing cohesion.

Final

The resulting illustration system unifies brand and product illustrations into a single expressive language. It supports moments of delight, frustration, and progress alike, helping users feel oriented, motivated, and recognized while reinforcing Asana’s brand.