Since 2023, I’ve been collaborating as a ‘permalancer’ with Miro in a pivot moment for the brand, as the product evolved from an Online Whiteboard to a HumanxAI collaboration platform. Among many projects I’ve worked on is leading creative direction for their flagship annual global event, Canvas (formerly known as Distributed). My role spanned from the initial strategy and concept to on-site execution, including serving as Presentation Design Lead for the product launches.
I was responsible for simultaneously managing the creative vision for a multidisciplinary team (designers, motion, and copywriters), vendors and key stakeholders to ensure a unified brand story across every stage, from the early campaign through event day.
CLIENT
Miro
ROLE
Creative Lead
Presentation Design Lead
SERVICES
Campaign
Experiential
Product Launch
From Distributed to Canvas
Over three years, I helped shape Miro’s flagship event experience. The ambition was simple: make Miro show up with the confidence and craft of the world’s leading tech brands. With a distinctive brand expression, each event became a bigger stage for Miro's evolution as a brand and product.
My role was to raise the creative ambition at every step, sharpening the storytelling, craft and experience turning Canvas into a benchmark for the sector.
As Miro evolved beyond distributed teams into a broader AI innovation platform, the event evolved too
Canvas '25
Before concept and design, the goal was to create an immersive, dynamic conference experience. Develop a visual identity that feels like a distinctive, standalone experience while remaining inextricably linked to the core Miro brand. As the product evolved into a HumanxAI collaboration platform, the visual narrative had to signal this leap without losing the human side that defines the community.
The visual language for Canvas 25 was born from the Miro product experience itself. I developed a modular design system inspired by the zoom out view of a Canvas where disparate frames coalesce into a structured, Bento Box aesthetic. This architectural grid provided the balance to house volume of content while maintaining a premium, organized feel across every physical and digital touchpoint.
Instead of traditional creative pillars, a creative formula to drive our vision
A design and engineering feat
We set out to build a resonant experience that connected equally with an audience of thousands of product teams, designers, and developers, alongside the entrepreneurial leaders joining us both in person and virtually.
In a brand built on collaboration, the experience lies in the friction between the macro and the micro; it’s not just about the big moments of the opening keynote or the signs around Brooklin, but also the intentionality behind every digital surface, the swag (everyone loves swags ❤️), and on-the-ground touchpoints.
Co-Creation Lab
Among some of the live experieces, we turned our design system into a physical playground. Attendees used Miro AI to dream up their own symbols and customize one-of-a-kind shirts within our modular bento grid. It was more than just swag, it was a way for the community to touch, play with, and wear the collaboration between human creativity and AI.
Setting the stage for Miro’s next chapter
The Outcome
By evolving our workflow over three years, we established a system that delivered at 2x the speed of traditional projects, setting a new internal benchmark for creative delivery
Moved the audience from observation to participation, resulting in 8M+ engaged minutes across physical and digital touchpoints
Achieved an NPS of +50, a significant increase over previous years
Canvas '24
Before any systems, there was a feeling. For Canvas 24, the goal was to craft an experience that felt bright, uplifting and inviting. As Miro evolved as a product, we needed a visual language that didn't just announce AI as a technical update but introduced it as a warm, integrated layer of the platform. To move away from "tech-cold" and toward a vibrant, inviting, and community-first brand. It's what I like to call 'brand vibe' more than a brand story.
Focused on the idea of fluidity and paths, the seamless transition from a blank canvas to a world of infinite possibility for innovation. Soft gradients, depth to before flat product elements, creating a world of motion, we signalled that AI was now part of Miro's DNA.
The Keynote
As part of my role, I also served as Presentation Design Lead for the event's product launch keynote. In loco, working live alongside the in-house and production teams.
Beyond Canvas
Being at the center of Miro’s brand evolution over the past few years has been an incredible experience. While Canvas '24 and '25 represent the pinnacle of this work, they are just a snapshot of my broader role in defining how the brand connects with its community in real life. This foundation also includes shaping the visual narrative for global roadshow events, Distributed '23 (the original iteration of Canvas), and a wider ecosystem of live brand live experiences.
Smooth Scroll
This will hide itself!
This will hide itself!