Miruni

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

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 and task management tool that helps website teams—agencies, developers, and freelancers—streamline edits and bug reports. It enables feedback directly on live sites through screenshots, recordings, annotations, and technical logs, all centralized in a dashboard for easy tracking and prioritization. With built-in AI that suggests smart edits and even offers one-click implementation for platforms like WordPress, Webflow, and Shopify, Miruni reduces time spent on edits by up to 80–90% while improving collaboration and efficiency.

Mission

Miruni’s mission is to eliminate the manual, repetitive work that slows down agencies and freelancers. By combining visual capture tools with AI-driven orchestration, Miruni turns client requests into one-click updates—freeing teams to focus on the creative and strategic work that truly drives impact.

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

During discovery, the metaphor of a “pane of glass” emerged to describe Miruni’s role as a transparent layer between teams and their work. After multiple creative explorations, we landed on the name Miruni, inspired by Maruni glass—an art form where beads of colored glass are fused into one-of-a-kind pieces.

This metaphor captured Miruni’s essence: diverse functions and teams coming together to build unique digital products. The name also stood out in a crowded space, where competitors relied on descriptive but uninspired naming.

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

With the name established, we moved into a multi-round creative process, increasing fidelity at each stage.

During competitive analysis, we found most players used cool colors, sans-serif typography, and rigid symbols. To differentiate, we designed a flexible identity system and logo that stands out in the market while working seamlessly across applications—from app icons and browser extensions to digital product interfaces.

Logo Brand Guidelines Preview

Marketing Touchpoints

Web Design

We designed multiple versions of Miruni’s marketing website to support their go-to-market strategy and evolving product-market fit. Each iteration was crafted to test positioning, refine messaging, and better connect with their target audience, ensuring the website grew alongside the product.

Email Design

We designed a series of tailored email journeys to support users at every stage of their experience. These included transition emails to guide customers through key product changes, onboarding flows to help new users get started with confidence, promotional campaigns to drive awareness and adoption, and engagement emails to nurture long-term relationships. Together, these journeys created a cohesive communication strategy that felt both supportive and impactful

Search Adds and SEO Keywords

We developed a series of growth experiments leveraging SEO and targeted search ads to boost both awareness and conversion. These initiatives drove qualified traffic to tailored landing pages and solution pages, connecting users with the content most relevant to their needs.

Product

Throughout our partnership with Miruni, we explored launch strategies, market opportunities, and user adoption to refine both the product and its positioning. This process led us to develop multiple iterations—ranging from early versions focused on bug resolution and AI-powered Smart Edits across any website, to a sharper focus on platforms like WordPress, Shopify, and Webflow. Below is a quick overview of these key iterations.

How the Original Product worked

How the Smart Edits work on WordPress

The Outcome

Miruni officially launched to market in October 2024 and has since experienced steady, consistent growth. The platform has quickly gained traction among agencies, developers, and freelancers who are eager to reduce the time spent on manual web edits and streamline collaboration. By combining AI-powered Smart Edits with seamless integrations into tools like WordPress, Shopify, and Webflow, Miruni has made a tangible impact on how digital products are built and maintained. Its early adoption and positive reception in the market highlight both the relevance of the problem it solves and the strength of its solution.