Identity
Imagery system
Website
Social
Creative director
Roger Hensley, art direction
Hillary Chin, web design
Chean Wei Law, web design manager
Aubrey Rogers, producer
Jordan Bogash, Hannah Minn, Hoi Chan, illustration
Emily Anne Epstein, head of editorial
Nick Lucchesi, executive editor
Whitney Vige, managing editor
Jasmine Girn, operations
Brief
Reimagine Asana’s blog into an editorial-style magazine for senior leaders interested in the science of collaboration and the future of work. The goal was to build credibility beyond product marketing and earn attention like a real publication.
Development
We designed The Workback as a typography-forward, editorial system—pairing a refined serif for headlines with Asana’s core sans serif for clarity and scale. A flexible imagery system spanning commissioned art, illustration, and cinematic photography gave the magazine a distinctive voice while remaining fast, modular, and globally scalable.
Final
The Workback launched as a brand-agnostic digital magazine with original reporting, research-backed storytelling, and a premium reading experience. Fifteen launch stories, a new design system, and clear editorial standards established a foundation built to grow over time.
Results
40k
readers in first two weeks
50%
outside the U.S., reaching priority international markets
3k+
distinct company accounts engaged
