AtTask, a Utah-based work management SaaS company, came to BlackWing with an exciting and urgent challenge: it was time to reinvent their outward facing brand. The AtTask name and marketing materials no longer reflected the company’s growing scope and value. BlackWing created a bold new creative platform, complete with visual identity, positioning, messaging, brand materials, an awareness campaign, all under the new name of Workfront.

BlackWing at a glance.

Listen to the lion.

The new identity and brand campaign centered around a powerful icon — the lion. The lion connotes strength, energy, and leadership. For an awareness launch campaign, BlackWing used the lion with empowering headlines and portraits to convey a “can-do” aspirational attitude.