COMPANY
Mural
CONTRIBUTION
360 Brand Strategy
Environmental Design
Art Direction
Environmental Design
Art Direction
Over 400 in-person and virtual attendees came together to experience the Mural Elevate Revenue Kick-Off event. This hybrid event celebrated Mural's revenue operations and sales achievements with team members from across the globe meeting both on-site in sunny Orlando, Florida, and remotely via Zoom. From 21 sessions including breakouts, expos, and keynotes to game-changing networking experiences and awards show, Mural Elevate brought employees together for a weekend filled with team spirit and collaboration.​​​​​​​
Elevate was a cross-functional effort with stakeholders from Sales, Marketing, and Executive leadership. I led the design team in developing creative for both the virtual experience and the in-person event. We partnered with experiential agency IMT to concept and produce the on-site environment. I served as the main point of contact, managing remote collaboration between IMT and Mural’s global team. It was a true team effort—IMT brought incredible energy and helped us turn bold ideas into thoughtfully executed experiences.​​​​​​​
Crafting the strategy and visual identity
We kicked off a multi-week design sprint focused on shaping the event’s core strategy and exploring how it could inform a distinct yet connected visual language. The challenge was to develop a brand identity for the event that could stand confidently on its own, while still feeling like a natural extension of Mural’s master brand.
To strike that balance, we anchored the visual system in key brand elements already defined by Mural—like the logo, color palette, and typeface—and used those as the connective tissue between the parent and event identities. Because all event presentations were built in Mural (instead of traditional slides), we also had to think critically about how the visual system would flex across both live and virtual formats—especially in ways that were interactive, accessible, and cohesive.
The event itself was both a celebration of the company and a spotlight on individual achievement. We landed on the name Elevate—a theme that captured both the upward momentum of the Sales org over the past year and the ambitious goals ahead. Visually, we leaned into this theme of positive movement: using animation across digital touch points, building with familiar product elements like geometric shapes, layered grids, and modular blocks. The morphing and organic movements design added a sense of play and complexity that reflected the richness of the Mural product experience.
Eye-catching animated loops showcase the theme of 'upward momentum'
We built a flexible style guide and asset library that laid out the full visual system and empowered internal teams to create their own event materials with ease. The library included both static and animated components—designed to be copy-paste friendly within Mural—so anyone could remix and build while staying on-brand. The system was intentionally modular, encouraging the same creative freedom and playfulness that’s core to how people collaborate visually in Mural: be generative, move things around, layer elements, make it your own.
In the weeks leading up to the event, we rolled out the Elevate brand across the company by sharing the asset library broadly, giving everyone a chance to explore and experiment with the look and feel. We also created a set of custom Zoom backgrounds, which teams started using in meetings to build excitement and a sense of shared momentum ahead of the big day.
In the weeks leading up to the event, we rolled out the Elevate brand across the company by sharing the asset library broadly, giving everyone a chance to explore and experiment with the look and feel. We also created a set of custom Zoom backgrounds, which teams started using in meetings to build excitement and a sense of shared momentum ahead of the big day.
Asset library for teams to build on-theme murals
Simple guidelines to ensure proper usage
Since not all Mural teams could join in person, we made hybrid inclusivity a core part of the planning process. We wanted remote attendees to feel just as engaged and valued as those on-site. Using a combo of Zoom and Mural, we designed interactive moments like team trivia (where virtual teams crushed! 🏆) and live fireside chats with real-time Q&A.
A professional A/V crew handled multi-angle streaming of the main stage, ensuring every keynote and activity was accessible from anywhere. Large screens flanked the stage to spotlight remote participants to the in-person audience—and vice versa—creating a true two-way connection. Our custom Zoom backgrounds also helped unify the remote crew and reinforce the shared experience across both worlds.
A professional A/V crew handled multi-angle streaming of the main stage, ensuring every keynote and activity was accessible from anywhere. Large screens flanked the stage to spotlight remote participants to the in-person audience—and vice versa—creating a true two-way connection. Our custom Zoom backgrounds also helped unify the remote crew and reinforce the shared experience across both worlds.
Branded Zoom backgrounds helped create unity amongst the remote attendees
Remote participants were visible to on-site attendees, and vice versa
Extending the brand into physical space
We hosted the three-day revenue kickoff at the Wyndham Grand Resort in Orlando, welcoming nearly 400 team members from around the world. At check-in, attendees received curated welcome kits packed with branded swag, credentials, and a few fun “weekend essentials” to set the tone for the event.
The venue’s scale gave us plenty of room to activate the brand, but its size also meant we needed to be thoughtful about where and how we brought it to life. Using the flexibility of our visual system, we strategically placed key branded moments throughout the space. Arrows from our design toolkit were adhered to walls as directional wayfinding, guiding attendees to breakout sessions where vibrant signage made it clear they were in the right place.
We hosted the three-day revenue kickoff at the Wyndham Grand Resort in Orlando, welcoming nearly 400 team members from around the world. At check-in, attendees received curated welcome kits packed with branded swag, credentials, and a few fun “weekend essentials” to set the tone for the event.
The venue’s scale gave us plenty of room to activate the brand, but its size also meant we needed to be thoughtful about where and how we brought it to life. Using the flexibility of our visual system, we strategically placed key branded moments throughout the space. Arrows from our design toolkit were adhered to walls as directional wayfinding, guiding attendees to breakout sessions where vibrant signage made it clear they were in the right place.
Directional and informational wayfinding
The grand banquet hall featured a fully branded stage experience, starting with a wraparound mosaic treatment along the base that anchored the entire setup. Directional motifs from the visual system extended upward across the backdrop, drawing the eye toward a large built-in LED screen that served as the centerpiece for all content and presentations. To bring the brand’s sense of depth and dimension into the physical space, we incorporated oversized 3D geometric forms—almost as if they’d stepped right out of the design system. Capping it all off, the Elevate logo was cut out and suspended at the top of the backdrop, creating a striking, floating effect that tied everything together.
Main stage in action
Design for stage backdrop
This stage backdrop design translated beautifully to the IRL build
One of the most rewarding moments for me was seeing one of my most audacious ideas for a hybrid activation come to life: the mega mural. We installed a massive 8ft x 25ft interactive whiteboard in the main event hall where in-person attendees could stop by anytime to doodle, play, and unleash their creativity. Designed to mimic the Mural UI, it featured a stocked library of magnetic sticky notes, shapes, memes, and other recognizable elements from the product.
What made it a true hybrid experience was the embedded 54" digital touchscreen displaying a live mural that every employee—remote or in-person—could contribute to. Remote folks popped in and out of the mural throughout the weekend, adding notes, photos, doodles, and messages from wherever they were.
It quickly became one of the most popular hangout spots of the event, a go-to meeting place for teams to connect and take breaks between sessions. By the end of Elevate, the mega mural's entire surface was packed with inspirational messages, personal shoutouts, and plenty of (mostly SFW) doodles. Total win. 🙌​​​​​​​
The legendary mega mural! (Day 1)
Team photo ops with branded props, always a good time
One of our MC's (center) leading a very coordinated ice breaker activity
The Level Up awards dinner followed a chance/gaming themeÂ
From kickoff to installation, the project came together over the course of about four months. It was easily one of the most exciting and fulfilling efforts I’ve been part of—equal parts creative challenge and collaborative joy. Working alongside such a passionate, imaginative team made all the difference. Together, we pushed past the expected to build something that went beyond functionality, that sparked real moments of connection and delight.
Shout out to my Mural design teammates who helped make Elevate a huge success:
Shout out to my Mural design teammates who helped make Elevate a huge success:
🌊 Sofi Houghton - Motion Designer
🎨 Lindsay Goldner - Senior Brand Designer
🦄 Flor Celsi - Senior Visual Designer
🪆 Belu Guardia - Senior Brand Designer
🕸️ Pablo Gonzalez Day - Web Lead
🎬 Erika Kincaid - Senior Director of Operations
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If you'd like to learn more about this project or chat about anything else,
shoot me an email 👉 davidallanchin@gmail.com
shoot me an email 👉 davidallanchin@gmail.com