Miro, for modern-day pioneers
Miro, for modern-day pioneers
Miro is a visual collaboration tool used by 2 million users across the world. The worlds most innovative teams like Netflix, Twitter, Skyscanner, Cisco use Miro to create the next big ideas. Vruchtvlees has designed the new brand identity and strategic guidelines for Miro, formerly known as RealtimeBoard, that brings a human touch to the SaaS-tool. The visual language captures the joy of mutual understanding and focuses on bringing teams together, whether they are in the same room or on the other side of the world.
Vruchtvlees collaborated closely with the creative team of Miro based in San Francisco, Perm, and Amsterdam, using the Miro platform. Following the SCRUM method, the identity was developed within different creation sprints. Working together remotely on Miro enabled us to act fast. In the creation sprints, we explored different directions of the identity to create and capture Miro’s brand story. The result is a bright and vibrant new brand that is challenging and supportive in all its touchpoints.
"The collaborative approach and prior work by Vruchtvlees gave us confidence that we could achieve great results. We are thrilled with the outcome and felt we developed a true partnership with the team."
Grounded in extensive research
Rebranding an already loved and daily used platform like Miro doesn’t work without the input of its trailblazing users. We did extensive user research on online user behavior on the platform itself and questioned stakeholders and power users across the world to capture the building blocks and essential elements of the brand.
Power users described Miro as a solution for collaborating in a distributed, digital way with teams across the world. Also, they loved the supportive character of the Miro team. We took these characteristics and put them at the core of the new brand story of Miro. Besides being supportive, Miro also challenges its users to get on the same page by using the same professional language. In different strategic sessions, we transformed all insights into a clear strategic brand story that lays the foundation of the new brand platform and identity.
Storytelling by design
The characters on their own are cheerful and dynamic. They can be used to tell a story, convey feelings or amplify meaning. The characters can also be used as vibrant patterns to easily brand billboards, posters or landing pages. Combined with illustrations, the characters are more to the background allowing the content to take center stage.
"I was impressed with the teams speed, agility and vision, considering the conditions: working from 3 countries, timezones, in a short amount of time.”
Working from four places at once
The whole design process took place on Miro. We built boards and discussed campaign designs while being in direct contact with San Francisco, Perm and Amsterdam. Working remotely and in design sprints helped us to overcome the physical boundaries and act fast. Now Miro has been officially released at SXSW, we will stay involved in the further development of the brand, collaborating closely with the in-house design team of Miro.