Brief

Create Asana’s flagship global event series that brings leaders together to explore innovation, AI coordination, and the future of work. The experience needed to establish Asana as a category leader while delivering a premium, cohesive experience that could scale across regions and audiences.

Development

We developed a creative system rooted in the idea that innovation is the ongoing transformation of ideas into reality. Using abstract, AI-inspired patterns derived from familiar product forms, the visual language expressed progress, momentum, and possibility through compositions that expand, shift, and draw people inward. The system was designed to flex across stages, environments, content, and activations, ensuring consistency while allowing moments of surprise and play.

Final

Work Innovation Summit came to life across multi-city events through immersive stage design, environmental graphics, and integrated brand moments that reinforced a confident, optimistic tone. From mainstage storytelling to hands-on expo activations like building a personalized AI Teammate keychain, every touchpoint translated complex ideas about innovation and human-AI coordination into experiences that felt clear, engaging, and distinctly Asana.