New Creative Positions Canva As B2B Product, Focuses On AI Options

Canva, a free online graphic design tool, wants to make business easier.

That's the idea behind its latest brand campaign – “What Will You Design Today” now in its fifth iteration. The tagline sums up the company: “Designed for Work.”

Developed in-house, Canva has evolved from a largely B2C-known brand to a B2B product. The creative illustrates how Canva's platform, focused on Magic Studio AI products, can make work easier. Cases are employed as “tutorials in disguise.”

The campaign is supported by streaming TV, social, digital, and OOH. Spots include Whiteboards, Presentations and Hiring Doc. There are also podcast ads and a new jingle.



“Canva’s mission is to empower the world to design, and this includes everyone, in every role and profession. This campaign is targeted toward decision makers and knowledge workers. We show Canva being used wall-to-wall, from marketing and creative, to HR and sales, contextualizing how Canva’s tools can help make workflows easier, seamless and even more fun,” Cat van der Werff, executive creative director at Canva, told Agency Daily.

She adds the highlight of the campaign is the basketball-inspired March Madness spot, which leans into the popular cultural event. It showcases a team working together in Canva Docs, trying out AI features like Magic Switch and Magic Write – all narrated by sports commentators.

“As we move into the B2B space, we are committed to “B2H” (business-to-human) marketing. Our playful brand voice doesn’t shift across audiences, but our messaging does. We speak to what business decision makers care about most. This includes the ease-of-use, saving time, reducing costs and scaling output,” van der Werff tells AD.

The campaign runs through to the end of May 2024.

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