Cat shares her journey from an aspiring artist in New Zealand to leading the creative direction at Canva. She also explores Canva's mission to democratize design, the importance of empowering individuals and enterprises, and the potential for AI to enhance human creativity.
“The core brand tenants that we have today are ‘human’ and ‘inspiring’ and ‘empowering’ and those are the things that have led all of the creative that we do.”
— Cat van der Werff
Canva has transformed from a humble startup into a global design powerhouse, redefining how we approach creativity and visual communication. With its mission to democratize design, Canva empowers individuals and enterprises alike to create stunning visuals effortlessly, serving as a one-stop shop for all design needs. Canva’s What Will You Design Today? campaign invites users to explore its versatile Visual Worksuite and take pride in their creations. Cat van der Werff, Executive Creative Director, has been instrumental in shaping Canva's brand and vision. Join us as we explore the future of design with one of the industry's leading innovators.
Cat brings a wealth of creative expertise to her role as Executive Creative Director at Canva. Originating from New Zealand, Cat's journey began in art school and led her to various branding agencies in Paris and Sydney. Joining Canva in 2017 as the first brand designer, Cat has played a crucial role in shaping Canva’s brand identity and leading a team of 100 creatives. Her dedication to empowering creativity and solving real-world problems makes her a key thought leader in the design industry.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
- Building Canva's Brand Identity - Cat discusses the early days of Canva, where the focus was on establishing a robust brand identity. Starting with just a logo, Cat worked closely with the founders to develop Canva's core brand values: human, inspiring, and empowering. This foundation has guided the company’s creative direction and ensured consistent and impactful branding across all touchpoints. Defining a brand’s core values is an important investment and essential to creating a strong and cohesive identity.
- Empowering Creativity Through Design - Canva’s mission is to democratize design making it accessible to everyone. Cat explains how Canva provides a simple and intuitive design journey that caters to various needs, from creating resumes to marketing materials. This approach has enabled Canva to empower millions of users globally, allowing them to achieve their goals without technical barriers. Whether you’re a student or an executive, Canva can cater to the needs and skill sets of all who utilize its platform. This approach removes technical barriers, and brands that work to empower their users can emerge as champions of accessibility and innovation in their respective markets. It also means they can reach a broader audience, enhance user satisfaction, and foster loyalty.
- Evolution of Canva's Product Offerings - Cat highlights the evolution of Canva's product, which started with basic templates and snowballed into an offering with a wide range of design tools and features. By continually expanding its library and integrating new technologies, Canva has remained relevant and valuable to its users. To meet the changing needs of audiences, brands must continuously innovate and expand their offerings with new features and technologies.
- The Role of AI in Canva's Future - AI plays a significant role in Canva's strategy, enhancing the design process and enabling users to work more efficiently. Cat discusses the launch of Magic Studio, which includes AI-powered tools like Magic Design and Magic Write. These tools help users generate designs and copy quickly, making the creative process more efficient. AI has the potential to help software brands help their customers with streamlined workflows and enhanced productivity.
- Scaling Creativity in Large Organizations - Though Canva started as a DIY tool for everyday people, it’s quickly become a critical design tool for businesses of all sizes—including enterprises. Canva’s enterprise solutions aim to empower entire organizations to maintain brand consistency while enabling creativity. Cat explains how Canva's brand kit and templates ensure that even non-designers can create on-brand materials. This approach helps large organizations scale their creative output without compromising brand integrity. B2B brands going after the enterprise need to consider how they can offer tools and processes that deliver scalability while helping their audience maintain brand standards.
