As Miro grew rapidly into a global company, its culture needed a shared language that could scale with it.
With a brand refresh underway, it was the right moment to define the values and behaviours that would help more than 2,000 Mironeers make decisions, collaborate and hold one another accountable.
CLIENT
Miro
ROLE
Creative Lead
SERVICES
Concept & Art Direction
Script, storyboard and film direction
Turning values into everyday behaviours
Miro culture took shape through workshops and regular syncs with selected Mironeers and key stakeholders. Together, we used value mapping and visual co-creation to turn broad principles into clear, everyday behaviours that could scale across Miro.
The visual system needed to feel equally connected. Each Value branches into two Behaviours, with every icon carrying elements, colours and visual cues from its parent value, turning abstract principles into clear, everyday actions.
One key learning was that we needed both Icons to represent each Value and Behaviour, and what I called Expanded Illustrations, giving us a more flexible visual language for richer stories and more complex content. We build the project following three layers
ICONS ➔ EXPANDED ILLUSTRATIONS ➔ CAMPAIGN
Values
Behaviors
Miro Behaviours Campaign
To bring the Behaviours to life, we created an online film series featuring Mironeers in Amsterdam, London and San Francisco, each representing a different Behaviour. The series made the culture visible through the people living it every day.
TEAM
Creative Direction: Laura Norman & Rod Veludo
Art Direction & Concept: Rod Veludo
Illustrations: Andreja Lepir
Production: Miro internal brand team
Smooth Scroll
This will hide itself!
This will hide itself!