Murat Yüksekdam
The company aims to change how teams work together through a new brand identity, an enhanced product user interface, and the introduction of a collaboration skills development offering
Mural, the leading collaborative intelligence company, unveiled a provocative new brand identity, a bold new user interface (UI) for its digital whiteboard product, and a new collaboration skills development offering — the first of its kind in the market. Laying the groundwork for future product enhancements in 2023, these launches advance Mural’s mission to support how teams collaborate from anywhere in order to do their best work together.
According to Microsoft’s most recent Work Trend Index Special Report, 85 percent of leaders at hybrid companies lack confidence in the productivity of their employees while roughly 3 out of 4 hybrid employees say they “need a better reason to [go into the office] than company expectations.” These conflicting stances are byproducts of the persistent debate regarding where work happens.
With the announcement of the brand promise — “Intentional practices. Extraordinary work.” — Mural seeks to reconcile leaders to employees by changing how people collaborate so that remarkable work happens by design and not by accident. Mural is the only company with a systematic approach for improving teamwork that combines specialized collaboration training with powerful collaboration spaces made to inspire teams to connect and innovate from anywhere.
New brand identity elevates “intentional practices”
The new Mural brand is vibrant and welcoming, positioning teamwork as being most effective when leaders take care to plan and anticipate, first inviting and then guiding participation.
Through new typography, colors, and illustrations, the Mural brand entices engagement, prompting teams to strike a balance between structure and play as they advance ideas to impact. This balance and direction is symbolically represented by Mural’s new wordmark:
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“When teams are connected to each other and to a common purpose, that’s when their best work happens,” said Kit Unger, Mural’s senior vice president of design. “It all comes together with our new brand, which reflects our core values in a distinctive, recognizable way. Our new system of expression is the foundation for our marketing, branding, and communications.”
Elements of Mural’s brand evolution include:
A transformed identity: As a prominent representation of the company, people, and brand, the Mural wordmark is rooted in the concept of "structure and play." Built on a foundation of black bars, the wordmark gives plenty of room for imagination, exploration, and motion.
New color palette: Ideas are colorful and diverse, and so is the Mural brand. The core colors are deliberately optimistic and energetic while still warm and welcoming. The new palette also reflects several changes to hue, saturation, and brightness to increase color contrast for a more accessible set of default colors.
Mural partnered with the transformation and design consultancy, COLLINS, who have done celebrated work with next-generation brands like Spotify, Dropbox, and Twitch.
