From online whiteboard to an Innovation Workspace
The next big thing
Since 2023, I have been collaborating with Miro, one of the fastest-growing B2B SaaS companies in history, boasting over 90 million users worldwide on its leading visual workspace for innovation.
During a comprehensive rebranding phase, I worked closely with the Miro Brand team on multiple projects as the Creative Lead. These included Miro’s flagship community events Canvas '25, Canvas '24, Distributed '23 , Innovation Imperative (a global roadshow initiative), as well as internal initiatives like Miro’s Values and Behaviors.
Beyond brand and experiential storytelling, my work has evolved to explore the future of collaboration by leading creative workflows that introduce AI tools and agents, shaping the brand experience through workspace design (including Miro’s new Amsterdam HQ), and developing real-time, data-driven visualizations that bring Miro’s platform to life.
Distributed ‘23. Build, Create and Discover.
Miro's annual community gathering.
As the Creative Lead and Chief Design for Distributed '23, I played a pivotal role in transforming Miro's flagship community event into its most successful iteration to date.
Compared to the previous year's event, Distributed '22, we achieved remarkable growth and engagement across several key metrics:
🚀 40% increase in attendance, with over 10,000 participants from around the globe
🎯 Engagement Boost! Participant engagement rose by 50%, driven by innovative session formats, interactive workshops, and immersive visual content
📣 Social and live streaming expanded reach by 35%
🎨 Event visual design received widespread acclaim, with a 25% higher satisfaction rate in post-event surveys
It’s time to connect
We delivered Miro’s largest event ever, transitioning to a fully online experience that spanned the globe. This included live streaming from various locations, notably Miro’s headquarters in Austin, ensuring a truly global and accessible event for all participants.
Attendees experienced the event through exceptional Miro Boards, designed to showcase the full power of collaboration and innovation. These interactive boards allowed participants to navigate event panels seamlessly, engage with content dynamically, and connect with other attendees in real-time, enhancing the overall event experience.
Designing the Innovation Workspace of today and tomorrow
I led a fully remote, asynchronous global design team on multiple high-impact projects across Amsterdam, Belgrade, London, and Austin.
This included being part of a comprehensive rebranding initiative and collaborating closely with stakeholders to maintain and elevate Miro’s brand values.
It’s me!
Human + AI Agentics = The new Workflow power
By deploying AI agents as co-creators, we’re delivering content at unprecedented speed, pushing the boundaries of branded storytelling in a hybrid Human–AI workflow.
We are integrating AI models directly into Miro’s end-to-end creative workflows, enhancing velocity, scalability, and creative deliver. From dynamic briefing, to prompt-based concepting and to real-time content generation, we enable agile LinkedIn campaigns and data-driven creative experiments.
Generating high-volume AI-powered localised content to rapidly test, learn, and optimize messaging effectiveness.
From Prompts to Portraits
We built an entire AI-generated photo library from the ground up, redefining how the brand visualizes itself. It demanded a new workflow that unlocked real-time collaboration with stakeholders, rapid iteration, and an evolving, limitless image system. Not just a library, but a living, breathing brand asset.
The process gave us a vast spectrum of assets, from grounded visuals to my favourite themes, almost surreal imagery that adds a layer of magic to the brand.
A living lab
For Miro’s new Amsterdam HQ, Miro100, I led the creative of an AI-driven generative data installation that transformed real-time platform activity into a living motion art. This living artwork turned abstract digital collaboration into a tangible, immersive brand experience for mironeers and visitors alike.
The creative concept was rooted in the brand’s heritage. Miro’s name is a tribute to the artist Joan Miró. To symbolize the 'magic' of collaborative work, we used Miró’s surrealist aesthetic as the visual foundation. An interpretation of real-time platform data through this specific artistic lens, we ensured that every generated frame was not only a data point but a reflection of the brand’s origins and its future as a Human + AI collaboration platform.
