Mural

Making work make sense

The challenge

Mural pioneered the visual collaboration category, but they were losing market share to copycat competitors and less-robust (but free) whiteboards.

The insight

Traditional work practices don’t make sense in the modern era, leading to burnout, bad teamwork, and lost productivity. Mural is more than just another visual collaboration tool — it’s a whole new way to work.

The story

When the way you’re working isn’t working for you, it’s time to do something different. Mural’s visual collaboration tools and smart work methodologies give you the power to “unwork” ineffective processes, habits, and workflows to get your teams working together successfully in the new era of business.

The results

Our Unwork narrative and campaign became the foundation for all of Mural’s communications, emphasizing how Mural’s smart collaboration tools and methodologies can bring clarity to the confusion of modern work.

The Unwork story and activations made a huge splash in the marketplace, setting Mural apart from the competition and establishing the platform as the smart solution to the collaboration challenges that hold companies back.

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