For The People 14 Mux

  • Pou Auaha / Creative Director
    Jo Roca
  • Pou Rautaki / Strategic Leads
    Claudia Henderson, Damian Borchok
  • Ringatoi Matua / Design Director
    Patrick Carroll
  • Kaituhi Matua / Copywriter Leads
    Mat Groom, Arielle Bodenstein
  • Ngā Kaimahi / Team Members
    Emma Turney, Dash O’Brien-Georgeson, Joseph Dennis, Mac Archibald, Atsaya Gabiryalpillai, Monique Tadrous, Sonia Uznadze
  • Client

Mux is an all-in-one video platform created by developers, for developers. With just a few powerful lines of code, Mux provides an efficient and intuitive way for developers to build and monitor video online. Their sophisticated platform has been used by the likes of Vimeo, TED, Paramount and the Super Bowl. But like so many in technology categories, Mux had fallen into the trap of confusing their brand with transactional product benefits, represented in highly functional ways. To truly demonstrate the value of their technology, Mux’s new identity needed to express the creativity it unlocks – whilst still elevating the code behind it all.

We repositioned Mux as the infrastructure for creativity — a platform that’s Built to Play. The identity goes behind the screens of video, leveraging macroblocks (the smallest processing unit of video) to create a flexible and infinitely scalable grid that comes to life through motion. With icons, illustrations and a palette that ranges from neutrals to neons, the system brings code and creativity together. Its brand voice flexes seamlessly between these worlds, proving that a technical product doesn’t mean an impersonal approach. The existing logo was redrawn using the macroblock grid and reinterpreted with slider toggles that shift the system between its Build and Play states.

The usability of Mux’s new identity has strengthened the creative culture at Mux and equipped their team with the tools to play. The recently launched website has embraced the brand completely, with playful details and interactive moments hidden throughout the site. More broadly, Mux’s new identity proves that B2B brands can have personality and functional products can still be fun.