How to refresh your brand expression: Nick Levesque, Asana

The Changemakers

Rebrand versus brand evolution. What’s the difference, and how do you determine which is right for you?

In this episode of The Changemakers, Dave is joined by Nick Levesque, Creative Director at Asana, to discuss the nuances of evolving a brand expression.
As Asana nears the end of its own brand refresh, it was a timely chat about the process. Nick and Dave delve into approaches to evolving brand image, the importance of distinctive brand assets, and the balance between maintaining consistency and fostering creativity.
The conversation covers the challenges and strategies involved in refreshing a brand, the role of audience perception, and leveraging research to guide decisions. Nick also illustrates the careful considerations needed to align visual identity with company growth and evolving audience expectations.
If you want more pearls from Nick on all things brand and his journey, follow him on LinkedIn here.

00:00 Welcome to Changemakers: A Deep Dive into Brand Evolution

00:17 Introducing Nick Levesque: The Creative Mind Behind Asana's Brand Evolution

02:02 The Essence of Brand Evolution vs. Rebranding

03:01 Insider's View: Asana's Approach to Brand Evolution

03:38 Signals and Reasons for a Brand Refresh

09:25 The Strategy Behind Targeting Different Audiences

16:17 The Creative Process and Agency Collaboration in Brand Evolution

21:59 Balancing Consistency and Experimentation in Branding

24:51 Revamping Brand Imagery: A Creative Journey

25:24 The Power of In-House Creativity and Experimentation

27:04 Navigating Internal Brand Evolution: Strategies and Challenges

28:16 Collaborative Brand Audit: Engaging Teams for Insightful Feedback

30:22 Building a Business Case for Creative Projects

35:24 Distinctive Brand Assets: Balancing Innovation with Tradition

41:37 Reflecting on the Rebranding Process: Achievements and Insights

44:56 Dream Rebranding Projects: A Creative Director's Perspective

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