How Together designed for spreadsheet users and field workers alike — The Brand Identity – Home of the Greatest in Graphic & Brand Design

Despite being one of the longest-standing pillars of the American economy, construction is an industry where paperwork still manages nationwide operations, where software adoption moves at a glacial pace, and where the average contractor juggles payroll, HR, time tracking, expenses and job-costing across scattered tools that rarely talk to each other. Miter emerged to change that, building an integrated workforce platform that connects people, projects and payments into a single system. The product was sophisticated and ambitious. The brand, until recently, was neither.

“What brand? In all seriousness, we didn’t really have one,” admits Olivia DePass, Head of Growth at Miter. “We had a single colour that we used everywhere, and that was it.” As the company grew and conversations reached deeper into enterprise teams, that bare-bones identity started underselling the platform. In an industry where trust is everything – where getting payroll and taxes wrong has serious consequences – Miter needed a presence that felt credible, reliable and confident. They approached London-based studio Together to build it.

The challenge revealed itself quickly. Miter serves two fundamentally different audiences: back-office teams handling project management and finance, alongside field workers tracking time, managing inventory and keeping jobs moving on site. At first glance, these groups seemed worlds apart. Together’s research, however, uncovered surprising common ground. Both wanted clearer control of their processes. Both needed something simple and intuitive. And both were dealing with an enormous number of moving parts, trying to connect them into something coherent. “It became clear that the concept of modular building blocks was an appropriate visual metaphor for both audiences,” explains Ben Wynn-Owen, Creative Director at Together. “Each building, connecting and multitasking, but doing so with different mediums. One with lines on a spreadsheet, inventory and P&Ls. And the other literal construction materials, people's time and multiple physical locations.”

The building blocks operate on several levels simultaneously. They signal immediately that this is a digital product working in construction, helping facilitate the building of things. But the metaphor deepens when you consider that Miter’s platform brings all the tools needed to manage huge construction projects into one place – these blocks become representations of product features that seamlessly fit together. Together also embedded a subtle reference to the company name itself. A miter joint is one of the strongest ways to connect things, and while the exact forms don’t use a true miter joint, the concept of strength through connection runs through the entire system.

An orthographic grid underpins everything. The same underlying angle informs the building blocks, the logo mark, illustrations and data visualisations, creating consistency across marketing, product and merchandise. This systematic approach extends to how the brand appears at every touchpoint a potential client might encounter during their decision-making process. “Trust is not something that can be achieved with a single asset,” Wynn-Owen notes. “It can only be achieved by building a high quality branded experience, consistently over time."

The system needed to feel appropriate without tipping into corporate stiffness. Together achieved this through a careful balance of functional assets that trigger emotional responses. Gridded, structured layouts create a sense of order and control, nodding back to the spreadsheets and architect drawings people in construction know well. Photography of building sites positions the brand in the right space, but the specific approach – drone shots looking directly down at entire sites – generates a feeling that with Miter, you see the whole picture. Orthographic animating illustrations of construction add approachability to what would otherwise be a heavily product-focused experience.

The messaging framework follows similar logic, flexing between direct and expressive depending on context. Functional language like “Operations oversight from field to finance” sits alongside more attitude-driven phrases like “Built different.” A three-pillar architecture – people, projects and payments – gives Miter a way to connect new features back to a unified platform vision as the product expands, making it easier to understand, sell and scale.

Early in the process, Together explored a concept inspired by Miter’s position at the forefront of construction technology. “The idea was simple: if Tony Stark built construction management systems, they’d probably look a lot like Miter,” Wynn-Owen shares. It positioned the brand as cutting-edge software redefining how things get built. The concept excited everyone involved, but it didn’t survive. “It would energise Miter’s most forward-thinking clients, but likely alienate those more hesitant to change.” In construction, where decades-old habits die hard, that risk was too great.

The website guides different audiences through focused pathways showing outcomes most relevant to them. Operations managers, finance teams and field leaders each have different priorities; a single message wouldn’t reach them all. Social proof runs through the entire experience – case studies speaking the industry’s language, customer quotes embedded at decision points, a dedicated customers page demonstrating momentum. Sales teams use it to support conversations while new customers find it an intuitive starting point for adoption.

A younger generation of leaders is reshaping construction, bringing expectations shaped by the best modern software but needing tools built for the realities of running projects and crews. Together carried that standard across brand, website and product design, creating something serious enough for high-stakes work yet intuitive enough to drive fast adoption. The rebrand also provided foundations for refreshing Miter’s platform and mobile app design.

Internal response has been strong. DePass describes feeling an unprecedented energy when the brand rolled out. “The team was hungry for an identity they could be proud of. Now we have it.” Customers have offered unsolicited compliments on the website, and brand recognition is building at industry events and across digital channels. The building block motif, by its nature flexible, aligns with how the product functions as a suite of connected tools – and keeps everything grounded in the built world of construction.

During research, Together discovered just how much complexity contractors manage daily. The level of multitasking, legislative nuances and sheer number of spinning plates required to keep a project moving and legal was, in Wynn-Owen’s words, mind-blowing. That realisation cemented the need for a brand that could instantly clarify what Miter offers. The messaging framework became benefit-first – not focusing on what Miter provides, but why that offering matters. The interlocking blocks now illustrate different product combinations as the platform expands, each new feature connecting back to something customers already understand.