As MYOB prepared to make a major strategic shift, I was brought on to help bring that vision to life. Long known as a desktop accounting staple, the brand was repositioning itself as a bold, modern tech platform built for every kind of business. With Helping people in business do big things as the core positioning and Everyone’s Business as the creative platform, the challenge was to turn that ambition into a brand system that felt distinctive, scalable and built for what’s next.

Progress looks different for every business, and that idea became the foundation of the new identity. The visual system is built from a set of core geometric shapes, designed to flex, stack and scale across every touchpoint. These shapes reflect the many ways businesses evolve, and create a consistent yet adaptable visual language that ties everything together. As they move from flat 2D to bold 3D, they bring dimension and energy to the brand, acting as moments of punctuation that highlight ambition, signal growth and help MYOB stand out in a crowded market.

The design execution was all about balance. Clarity with energy. Functionality with edge. We redrew the logo to feel modern, simple and confident. We refined MYOB’s signature purple to be brighter and more vibrant, and introduced a sharp, ownable typeface that brings the brand voice to life. Illustration and UI elements follow the same visual language. Motion propels the brand forward, but the sense of dynamism is baked into every detail, whether it moves or not.

To bring more humanity into the system, we created a suite of brand portraits that put customers at the centre of the story. Captured in a bold yet minimal style, they blend seamlessly into the visual system, adding warmth, relatability and a quiet confidence that their business is set up for success.

MYOB was ready for more than a visual refresh, they needed a fundamental shift in how they showed up in the world. I collaborated with their internal teams to translate that ambition across marketing, product and beyond. As both a designer and a customer, this was a rare chance to shape something meaningful from the inside out. The system is now set up to grow with the business and to keep MYOB front of mind for the next generation of business owners.