In this episode of The Speed of Culture, Matt Britton sits down with Cat van der Werff, executive creative director at Canva. Van der Werff 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.

Canva has transformed from a startup into a global design powerhouse, leveling the playing field for visual communication. The company’s “What Will You Design Today?” campaign introduces its wide range of users, from teenage activists to Zoom.

As ECD, van der Werff has been instrumental in shaping Canva’s brand and vision. Originating from New Zealand, her journey began in art school and led her to various branding agencies in Paris and Sydney.

Joining Canva in 2017 as its first brand designer, van der Werff 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.

“The core brand tenets 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,” she says.

Listen to Cat Van der Werff on the Speed of Culture podcast and gain insights into the future of design, the power of AI and how Canva continues to empower creativity worldwide.

Key takeaways:

• 00:02:30-00:04:07 Building Canva’s Brand Identity — In the early days of Canva, the focus was on establishing a robust brand identity. Starting with just a logo, van der Werff 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 touch points. Defining a brand’s core values is an important investment and essential to creating a strong and cohesive identity.
• 00:04:42-00:05:13 Empowering Creativity Through Design — Canva’s mission is to democratize design, making it accessible to everyone. Van der Werff explains how Canva provides a simple and intuitive design journey that caters to various needs, from creating resumes to marketing materials. 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.
• 00:07:33-00:08:37 Evolution of Canva’s Product Offerings — Van der Werff 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.
• 00:14:09-00:15:00 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. Van der Werff 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.
• 00:18:27-00:19:39 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. Van der Werff 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.