Asana
Photo library refresh
✿Role
Art Director
AI-prompt writer
✿Partner
Kofa Boyah
Nat Leonoudakis
Nick Levesque
As Asana continues to focus on customer initiatives, there is a need for on-brand photography that reflects the spectrum of businesses and personas using Asana. And we leverage AI at different stages of production to maintain efficiency and high-quality output.
The visual narrative is designed as a story-driven hierarchy—collective, individual, and texture. This top-down structure mirrors the webpage journey, where users move from high-level benefits to detailed features, with texture imagery adding depth and specificity as they scroll.
We split the photoshoot into two phases. The first shoot became our “AI Lab,” where we tested background replacement, prop generation, and facial expression refinement by using Gemini, Krea AI, ChatGPT and photoship etc. We then applied those learnings to phase two, informing what we captured in the higher-budget shoot.
We added 90 new images to the Asana photo library, and they cover enterprise, SMB, marketing, and healthcare usage. And they have been widely used in paid ads, webpages, and social media.
