Miruni

Employer:  All Turtles
Type: Startup (Seed)
Industry: SAAS
Role: Sr. Design Director
Year: 2022-2025

Context

The Team

Namika Hamasaki — Visual Design Lead
Lacey Valentini — Brand Design Lead
Peter Kemne - Motion Design
Lina Koh — Content Lead
Gloria Lu — Design Operations
Clio Atencio — Sr. Design Director
Catt Small — Product Design Director
Forrest Bryant - Content Director

Services Provided

• Design Strategy
• Product Design
• Brand Strategy
• Visual Identity
• Content
• Motion Design
• Growth Design

My Role

As Sr. Design Director, I led the design team and partnered directly with Miruni’s executive leadership. I focused on:

• Setting creative direction and growth strategy
• Managing budget and resources
• Clearing blockers in a fast-moving environment
• Ensuring alignment across product, brand, and business objectives
  

What is Miruni?

Miruni is an AI-powered visual feedback tool that streamlines website edits and bug reports. Capture annotations and technical logs directly on live sites, then use AI to implement fixes with one click. Reduce your editing time by up to 90%.

Mission

Miruni replaces repetitive manual tasks with AI-driven orchestration. We transform client feedback into instant updates, allowing teams to trade tedious edits for strategic growth.

Our Goal

Our goal was to create and help launch brand and product experience that stood out in a niche market of a saturated one, while making the overall experience feel seamless, intuitive, and delightful.

The Brand

Discovery & Strategic Foundation

We began with in-depth founder interviews, workshops, and secondary research to align on product vision and market opportunity. This strategic foundation informed every design decision.

Outputs:

• Audience & market insights
• Product strategy framework
  

The Name: Miruni

Miruni’s name draws from the metaphor of a "pane of glass", a transparent bridge between teams and their tasks. Inspired by Maruni glass, where diverse colors fuse into a single masterpiece, Miruni symbolizes different functions coming together to build unique digital products. This distinct identity sets us apart in a sea of generic, descriptive names.

The Brand Identity

With a strategy in place, we developed a brand identity to express Miruni’s personality, mission, and values.

Tagline

Get product feedback you can use from everyone on your team instantly.

Value Proposition

Miruni makes product feedback everyone’s superpower. Non-technical teams can easily report bugs and suggest improvements, while product teams and developers receive the rich technical context they need to act quickly.

Design Principles

Universal: Inclusive and accessible across cultures
Intuitive: Effortless to learn and use
Consistent: Cohesive across all touchpoints
Immediate: Fast, efficient, and frictionless
Delightful: Human, engaging, and surprising in thoughtful ways

Brand Values

Ease: Robust yet simple to use
Efficiency: Intelligent, reliable, time-saving
Collaboration: Bridges communication gaps between crafts

The Visual Identity

We moved through a multi-round creative process to build a brand that breaks the industry mold. While most competitors use generic cool colors and sans-serif fonts, Miruni’s flexible identity is designed for impact and versatility, scaling effortlessly from browser extensions to complex digital interfaces.

Brand Guidelines

Marketing Touchpoints

Web Design

We developed multiple iterations of Miruni’s marketing site to support their evolving product-market fit. Each version refined the messaging and positioning, ensuring the brand’s digital presence matured alongside the product.

Email Design

We designed tailored email journeys to support users at every stage of their lifecycle. From onboarding flows and transition guides to promotional campaigns and engagement sequences, we created a cohesive communication strategy that nurtures long-term relationships and drives product adoption.

Search Adds and SEO Keywords

We launched SEO and search ad experiments to scale awareness and conversion. By driving qualified traffic to tailored landing and solution pages, we ensured users connected immediately with the most relevant content for their needs.

Product

Context

Throughout our partnership, we refined Miruni’s positioning by analyzing market opportunities and user adoption. We moved from a broad focus on general bug resolution to a specialized approach, optimizing the product and AI-powered Smart Edits for platforms like WordPress, Shopify, and Webflow

How the Original Product worked

How the Smart Edits work on WordPress

The Outcome

Launched in October 2024, Miruni is rapidly gaining traction with freelancers and agencies. Its combination of AI-driven edits and seamless CMS integrations addresses a critical pain point in web maintenance, driving consistent growth and strong early market reception.

heraclio@designstgy.com