Asana: Branding a Leader in Project Management Software

At Catchword, we take immense pride in having partnered with Facebook co-founder Dustin Moskovitz and Justin Rosenstein to create a brand identity that transcends typical Silicon Valley tropes. Our goal was to develop a name that stood out from the "IT herd" by tapping into the 10,000-year-old Sanskrit concept of Asana—the yoga pose—to bridge the gap between mindfulness and the business world's need for focus, flow, and clarity. We strategically chose this name for its global accessibility, easy vowel-consonant-vowel pronunciation, and a visual symmetry that perfectly reflects the balance of the platform itself. Seeing the brand grow from a unique, category-defying startup to a public company serving millions of customers in 190 countries validates our commitment to creating names that are not only memorable but truly endure the test of time.