MURAL: making a new way of working legible to the market

A collaboration platform scaling through a category-defining shift in how teams work needed business media to cover the shift, not just the software.

Draft copy for layout review. Narrative, outcome framing and quote need client approval before publication.

Case hero — MURAL product canvas alongside earned coverage mastheads. Supply approved imagery.

Client

MURAL

Business context

MURAL was growing as distributed work moved from an exception to an operating assumption. The commercial opportunity was not the feature set; it was the argument that how teams work together had changed permanently and needed different infrastructure.

The challenge

Product coverage in the collaboration category reads as a features race, and every competitor was claiming the same shift. Winning meant giving reporters a way to write about the change in work itself, with evidence that came from customers rather than from marketing.

Cast's role

Narrative strategy and an earned media programme aimed at business and future-of-work desks, supported by an executive platform and packaged customer proof.

Message house separating the work shift from the product
Business, trade and future-of-work media programme
Executive commentary and speaking platform
Customer stories cleared for press use

Strategy

We wrote the argument first and the product second. Every pitch led with what teams were doing differently and used MURAL as the evidence, which moved the conversation from software reviews to business coverage.

Execution

Launch moments, executive commentary and customer proof ran against one calendar, so a product release and an opinion piece landed in the same week reinforcing the same claim.