Justin Rosenstein
Connecting the ideas, projects, and purpose of Asana’s co-founder.
Challenge
An article or video may be someone’s first encounter with Justin Rosenstein. His personal website needed to help them discover where that thinking led: into other ideas, projects, and work. For someone arriving without that context, it also needed a personal introduction. We designed a publishing structure to bring his company building, writing, talks, and projects together, with room for new material as his work developed.
Solution
Introduce Justin through his work
We created a website that brought the personal introduction, articles, videos, and projects into one structure. The homepage paired that introduction with a curated selection of material and a route into the wider article collection.
Let a project lead into the thinking behind it
Project templates combined an explanation of each initiative with related articles and videos. Visitors could read about the project, then explore Justin’s thinking on the subject. Curated collections also grouped material by theme, alongside the chronological archive.
Make the publishing manageable
We built a custom WordPress theme with editable content fields and reusable templates. Project descriptions, collections, and individual posts had reusable layouts. Editable selections let the team choose what to feature on the homepage.
Results
Ideas and projects in one place
The custom website connected Justin’s introduction, initiatives, writing, and videos, giving visitors ways to move between the work and the thinking around it.
A direction Justin recognised
Justin described how the creative work helped him find what he had been looking for:
“They creatively took things in a new direction that gave me just what I was looking for, even though I hadn’t known precisely how to describe it.”
Room for the next piece of work
Reusable templates and editable selections supported continued publishing as Justin added ideas and projects.
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