How to refresh your brand expression: Nick Levesque, Asana

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.
One not to miss if you’re thinking about your brand!
If you want more pearls from Nick on all things brand and his journey, follow him on LinkedIn ► / nicholaslevesque
00:00 Welcome to Changemakers: A Deep Dive into Brand Evolution
02:02 The Heart of Brand Evolution with Nick Levesque
03:38 Rebranding vs. Refreshing: Understanding the Difference
05:16 Signals for a Brand Refresh: When to Update Your Look
09:25 Asana's Brand Evolution Journey: A Case Study
11:26 Targeting Enterprise: The Shift in Brand Strategy
16:17 The Creative Process: In-House vs. Agency Collaboration
21:59 Consistency vs. 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
28:38 Collaborative Brand Audit: Engaging Teams for Insightful Feedback
30:22 Building a Business Case for Creative Projects
35:24 Distinctive Brand Assets: Balancing Tradition and Innovation
41:37 Reflecting on the Rebranding Process: Achievements and Insights
44:56 Dream Rebranding Projects: A Creative Director's Perspective
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