MYOB

Visual Identity
Verbal Identity
Motion Principles
Brand Toolit
Illustration
Guidelines

MYOB is a software platform providing tax, accounting, and business services for small to medium sized businesses in Australia. Since the 1980s, they’ve empowered small business owners to do things themselves. Now, 40 years on, their business is rapidly transforming from an online accounting provider to a best-in-class business platform.

Running a business is a continuous proposition. It requires ongoing effort, motivation, and momentum to survive and succeed. In our current world, business requires us to be dynamic. It means having the ability to work quickly and on the go; to be responsive to changes, and relevant to the times. MYOB exists to facilitate, simplify, and clarify these processes. For business owners, integrated workflows help them to quickly take care of business, allowing more time to focus on the opportunities that drive progress.

“Business in Flow” embraces this flexibility. It describes a business in a state of perpetual motion; fluid, integrated, and agile in its effective execution of business fundamentals. The renewed brand is adaptive and versatile in its expression. The system allows for endless variations, reinforcing the idea that a successful business is always changing, adapting to what is needed at any point in time.

Leveraging existing equities in the logo, colours, and gradient, we extended the possibilities of the brand. The flow line represents flow in all its forms, constantly moving, and rarely ‘resolving’ – because the beauty of being in flow is that you’re always in motion, confidently progressing towards what’s next.

Collaborators

Creative Directors
— Mel Baillache
— Alexis Waller
Designers
— Dash O'Brien-Georgeson
— Simon Blanckensee
— Georgia Urie
— Kelsen Findlay
Writers
— Daniel St. Vincent
— Mat Groom
Motion Design
— Mac Archibald
— Ben Nichols
Illustration
— Lucas Wakamatsu