Evolving Canva Into an Enterprise Brand

CHALLENGE:

Canva has long been known and beloved as a consumer design tool, but the company recently expanded its sights to the enterprise as it rolled out a series of new products aiming to democratize design in the workplace. Expanding into areas long held by legacy players opened up new opportunities for the 10 year old company. And given that visual content has transformed how we communicate and consume information, Canva also had an opportunity to fill the gap in how businesses can thrive in an increasingly visual world by leading a new category centered on visual communication. They needed a partner to help them clearly communicate their mission and advance their narrative in the market.

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STRATEGY:

Through a series of strategic product launches, milestone news moments, and customer and media events like Canva Create, we educated tech and business media on Canva’s enterprise offerings and established a narrative that Canva is a must-have product for the modern workplace. To validate this, we commissioned the Visual Economy Report, a piece of research revealing how today’s workforce is leveraging visual communication in their jobs, deepening Canva’s leadership on the topic. We also developed a thought leadership strategy centered on Canva’s CMO, positioning the company as champions of visual communication, which came to life across earned media, owned channels, and external engagements such as speaking slots and award wins.

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IMPACT:

When Mission North began working with Canva in 2021, the product had 60 million users worldwide. A multi-pronged communications program supported Canva’s goals to increase users, with the company now touting more than 135 million monthly users (as of June 2023). With enterprise and workplace adoption continuing to grow, organizations like FedEx, Starbucks, and Zoom are embracing Canva’s all-in-one design platform to scale their global visual communication needs. In the last year alone, Canva has been featured in Fast Company and Fortune cover stories, recognized for top-tier awards across product brand and thought leadership, including CNBC’s Disruptor 50, Forbes Most Entrepreneurial CMOs, and the Forbes Cloud 100, and been featured in almost every major US business and trade publication.