Case study

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. We elevated Mural above the feature fight by making it the one brand in the category with the courage to say what everyone is thinking: work isn’t working.

The campaign

Unworking became the rallying cry for all Mural marketing

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.

What we delivered

Long-form content

Social content

Event activations

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.
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

Deliverables

  • Source Story & Brand Messaging

  • Brand Style Guide

  • Content Strategy & Calendar

  • Website Strategy & Copy

  • Social Content

  • Lead Generation eBooks

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

  • 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”