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MiMir:

A brilliant startup that looked small

The proof was there but the narrative & brand made it look like a side project.

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Finding the Story

Challenge: MiMir's current messaging technically described the product, but didn't get anyone excited about it.

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Approach: Move MiMir from feeling engineered to having an emotional, human narrative.

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Insights:

  • People weren't capturing their family stories because the process felt like a chore. It needed to feel fun and exciting instead.

  • Identity and pride in your family is a huge emotional driver, this isn't about data preservation, it's about who you come from.

 

Realization: This needed to be a motivating message with active language, one that made preserving your family legacy feel like something to get excited about, not another task to put off.

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The resulting tagline:
"Build Your Family's Story Library."

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Before

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After

Design Language

Key Decisions:

  • Warm images showing humans connecting

  • Color shift: moved away from greys and browns in favor of approachable soft blue and yellow

  • Clean design with ample white space

 

Result: A design system where the visuals support the idea that building your family story library is a fun, fulfilling task.

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Hi, I'm V.

I work with business owners and startup founders (seed to Series A) who are great at what they do but struggle to explain it clearly. If you're thinking of burning your Canva account to the ground because of how scattered your story is, we should talk.

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Have you seen this yet?

ISP Advisor

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Verifind

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MiMir

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