Digital, Strategy & Design + + + + +

bekijk Miro

Miro, for modern-day pioneers

Brand identity, Digital design, UX/UI

bekijk Dutch Design Week

Tijd voor Dutch Design

Digital Design, Development, Strategie

bekijk HvanA

Snackable content met een bite

Website, Digital Design, Development

bekijk De Munt / La Monnaie

Rebranding Opera

Strategy, Brand Identity, Digital Design

bekijk Literatuurmuseum

Niet aanraken. Wel sharen.

Strategy, Website, Digital Design, Brand Identity

bekijk Prooff

Shaping the future of work

Strategy, Brand Identity, Website, Development

bekijk Museumnacht Amsterdam

Licht in het duister

Strategy, Brand Identity, Website, Development

bekijk Voordekunst

Brutaal zonder drammen

Strategy, Brand Identity, Digital Design

bekijk Theater Rotterdam

Dwars door de filterbubbel

Brand Identity, Digital Design, Website, Development

bekijk Das Magazin

Vormgeven Vorm geven

Brand Identity, Design

Een jonger publiek voor de Koninklijke Muntschouwburg

Rebranding van de nationale opera van België

4 onmisbare tools voor op de werkvloer

Zo zorgen wij voor meer tijd en blije klanten  

In juni verschenen in Publish, door Dirk van Ginkel.

Waardering voor lef van creatieve merken

Zes dingen die we hebben geleerd op The Next Web.

Zes dingen die we hebben geleerd op The Next Web

het belang van aandacht voor visuele content

Marketing in beeld

2016 was fantastisch!

Een terugblik op een topjaar

Empowering Dutch Design across the Globe

Vruchtvlees lanceert digitale identiteit voor Dutch Digital Agencies

Een nieuwe identiteit voor hét stadstheater van Rotterdam

Vruchtvlees aan de slag voor Theater Rotterdam!

Vruchtvlees on tour

Print Symposium, ARTtube Academie & MuseumNext

Zet het in de agenda: High Five #2

Het beste uit design & tech: 28 september, citizenM Rotterdam

Werken bij Vruchtvlees?

We zoeken een back-end developer

Onze misleidende namen zijn een goede match!

Vruchtvlees aan de slag voor Vegetarische slager

Klaar voor een nieuwe Museumnacht

Nieuwe identiteit en campagne

Knap staaltje werk voor Ceemet

Europese branche-organisatie van de industriële en technologische sector

Vruchtvlees verhuist!

Van de Binckhorstlaan naar de Joseph Ledelstraat

Prestigieus gezelschap van makers

Identiteit en strategie voor Toneelhuis Antwerpen

Dé ontmoetingsplek van Mondriaan, Pyke Koch en Charley Toorop

Nieuwe website voor Museum Kranenburgh

Meermaals bekroond literair magazine Das Magazin stopt

Missie geslaagd na 25 edities Das Magazin

Een nieuwe stem en een warm welkom voor Theater de Veste

Het meest gastvrije theater van Nederland

Zet het in de agenda: GDPR kennissessie

1 maart: 08:30 - 10:30 uur

Cinekid kiest voor Vruchtvlees

Meerjarenpartner voor het internationaal gerenommeerde filmfestival

Vruchtvlees genomineerd voor 3 European Design Awards

Nominaties voor Theater Rotterdam identiteit, Theater Rotterdam logo en de website van HvanA

Vruchtvlees benoemd tot beste agency van Europa!

Eerste design gedreven digitaal bureau dat deze prijs ontvangt.

Een nieuwe generatie in Dutch Design

Het Dutch Digital Design van Vruchtvlees

9 Digital Designers in de Dop

Bliksemstage bij Vruchtvlees voor Basisschool ‘t Palet

Dutch Design Week kiest voor Vruchtvlees

Digitale partners voor de toekomst van design

De weg naar Theater Rotterdam

Dutch Digital Design in de making: Theater Rotterdam

Vruchtvlees onderscheiden met Red Dot Design Award

Derde award voor Theater Rotterdam

Welkom Mo Agca!

Versterking van ons designteam

Vraag nu een invite aan voor HighFive

Met sprekers als Niko Koffeman, Ebi Atawodi en Eliane de Josselin de Jong

Tijd voor Dutch Design

Gloednieuwe festivalwebsite voor Dutch Design Week

Ontmoet Giovanni Marchese

Back-end developer met oog voor detail

Ontmoet developmentstagiair: Fadi Kurdi

HackYourFuture bij Vruchtvlees

Van Rituals naar Vruchtvlees

Sr. Projectmanager Justine de Bruijn

Een onderzoek naar Dutch Digital Design

Onze nieuwe trainee: Lumir Spanihel

Projectmanager met kennis van marketing én development

Projectmanager Yira Rodriquez Garcia

Wat bordspellen te maken hebben met code

Ontmoet Full-Stack Developer Ted Godyla

Vruchtvlees wint prestigieuze iF Design award

eerste bekroning voor de Dutch Design Week website

Hoe verduurzamen we Vruchtvlees?

De Gezonde Stad schoot te hulp

Vruchtvlees verzorgt rebranding grote speler uit Silicon Valley

new brand identity for RealtimeBoard by Vruchtvlees

Miro, for modern-day pioneers

Scroll naar beneden

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."

Barbra Gago, Chief Marketing Officer Miro

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.

Collaboration without constraints

We built Miro on Miro. The infinite working spaces of Miro offered a birds’-eye perspective that helped to oversee the entire process. By doing so, we did not only transcend physical boundaries but were also able to map out thought processes. The infinite workspace of Miro helped us to enhance our processes and take the project team along our thought processes.


To ensure the strategic guidelines are embodied within the company and the brand platform, we defined clear strategic guidelines for the use of colors, characters, and animations. The color pallet uses colors that are named ‘bold’, ‘outspoken, ‘passionate’, ‘human’ and ‘expert’. Within various combinations, the colors form different storylines. The building blocks of the brand form the basis for a visual language consisting of four 'collaborative characters'. Each character speaks its own visual professional language and illustrates one of the key features of the Miro tool. They are not static but can transform on their own specific principles of transformation. Together they get every job done.

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.

Challenging and supportive

An online tool asks for readable and functional typefaces that work well on different systems, resolutions, and devices. We found a perfect match in the typeface 'Spoof' for illustrations and headers with loads of personality. For more practical use, the 'Formular' font comes into play. Long-reads and blog posts are set in the elegant 'Tiempos' typeface.

Building the best user experience

User behavior research laid the foundation for the UX/UI elements. The Miro UI is elegant, simple and to the point. UI elements use smoothed corners and stark, clear typography that doesn’t distract from functionality. We differentiated user actions into subtle design and interactive elements, to make sure the user path is clear, every step on the way.


Components were defined in a modular file structure to keep design and code consistent and easy to (re)use throughout the entire website. As a result, the user experience is steady across every touchpoint.  

"I was impressed with the teams speed, agility and vision, considering the conditions: working from 3 countries, timezones, in a short amount of time.”

Barbra Gago, Chief Marketing Officer Miro

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.

Roman Stikkelorum

Co-founder - Managing Director

Roman vertelt je graag meer over dit project

070 - 785 17 34

roman@vruchtvlees.com

Zoek je iemand anders? Bekijk hier ons hele team

Loading