[WORK]

MUX

Taking Mux from pragmatic and product focused, to a brand that’s built to play.
Whether attending meetings or music festivals, video has become integrated into our everyday lives, particularly in a post-pandemic world. But building online video experiences is far from simple. For developers, the process is time-consuming, costly and incredibly complex. Mux manages this complexity with an all-in-one platform that allows developers to build and monitor videos using just a few lines of powerful code.
To become the tech unicorn they are today, Mux had rightfully focused its attention on creating and promoting the sophisticated product. But like so many in technology categories, Mux had fallen into the trap of confusing their brand with generic product attributes like simplification and ease. This approach had reinforced the beliefs of ‘DIY developers’, who saw platforms like Mux to be either too restrictive or entirely redundant.
A whole category trying to differnetiate on simplicity and ease.
After speaking with developers, deep diving into threads on Reddit and immersing ourselves in the code, it was clear that the sector had been sending the wrong message. Developers aren’t simply pragmatic builders — they’re inherently creative people who view code as a source of possibility and find joy in the complexity of their craft. 

Seen this way, the value of Mux is less about simplicity or ease, and more about equipping developers with the tools to create something truly distinct. Where others fixate on products, Mux had an opportunity to celebrate the outcomes of harnessing a platform that’s Built to Play.

[BRAND IDEA]

A brand BUILT TO PLAY  

Built to Play inspired a brand system that is fun, flexible, and ultimately respects the code. We tapped into the novelties and nuances to prove to developers that Mux understood their needs, from building to creating, and proved to a ‘sleek and seamless’ category that software can have soul.