Mural

Making work make sense

The challenge

Mural pioneered the visual collaboration category, but they had begun losing ground to established competitors and rising challengers who were copying their product and playbook. To break free from the pack, Mural needed a fresh voice and perspective that showed a deeper understanding of what their customers were really going through.

The solution

We transformed Mural from just another digital whiteboard into a voice of sanity in a world turned upside down.

Our tagline “Unwork” became a rallying cry for the company, showing how better tools and processes could bring clarity to the chaos of modern work.

Unwork became our north star and the guide for everything from strategic messaging to sales enablement to industry events.

A diverse group of people holding colorful protest signs with questions and statements about work and leadership, standing outdoors in an urban setting.
Green button badge that says 'Ask me how to run meetings that don't put everyone to sleep!'
Woman holding a light blue protest sign that says "Remember weekends?" at an outdoor event.
A row of colorful books with a black cover book in the foreground displaying the text: "The real, actual, no BS state of teamwork in 2024." The books are arranged in a diagonal line on a light green background.
Collection of colorful mindfulness and stress relief items, including a green infinity symbol with 'Save Our Sanity' repeatedly, a blue square with 'Inhale' and 'Exhale' directions, a purple circle labeled 'calm strips,' a red circle with a message a
A roaring lion standing on a rock in a vast savannah at sunset, with a herd of elephants and other animals in the background, accompanied by the word 'PERSEVERANCE' and the quote 'It's better to be loud than to be right.'

  • Brand messaging and narrative

  • Website copy and content

  • Brand style guides and content calendars

  • Guerrilla marketing activations, like pro-worker “demonstrations” and wild postings at Microsoft Envision and Forrester Technology and Innovation

  • Lead generation ebooks

  • Live, experiential event at Atlassian Team ’24 in Las Vegas that took attendees inside an interactive office party at “the most average company in the world”

What we delivered