financial services
Parakeet
Led end-to-end UX, product development, and brand strategy for a financial SaaS platform, reimagining B2B debt through automation, brokering, and early payment incentives. Xero’s 2023 Finalist for Financial Services App of the Year.
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• Research, Market Sounding & Audit
• Industry & Competitor Analysis
• Business Model Canvas
• Go-to-Market Strategy
• KPI Measurements -
• Audience Analysis and Segmentation
• Customer Journey Mapping
• USP & CVP Development
• Brand Equity and Measurement -
• Naming & Trademarking
• Visual Identity
• Iconography
• Infographics -
• Vision, Mission & Purpose
• Values & Personalities
• Language & Tone of Voice
• Copywriting & Messaging
• Investor Narrative & Collateral (VC) -
• User Testing
• User Flows & Wireframes
• UI & UX Design
• Rapid Prototyping
• Content & Information Architecture
• Product Management -
• Visual Systems & Guidelines
• Website Design & Development
• Print & Digital Collateral -
Nominated 2023 ‘Financial Services App of the Year’ by Xero Accounting
Monthly recurring revenue increased 18-fold in the first 24 months and 76-fold within 36 months.
4.9 star (out of 5) review by Xero App Store users
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Director, Strategy: Dr. Mei Ling Doery
Director, Brand & Product: Leisha Muraki
UX Strategist: Zac Solomon
Copywriter: Sammi Chancey
Product Designer: Aria Cha
Designer: Keane Hughes
Scope of work
Health tech
Oqea
Directed brand strategy and UX development for a healthcare startup aiming to reshape ADHD care through streamlined management, access and support.
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• Research, Market Sounding & Audit
• Industry & Competitor Analysis
• Business Model Canvas
• Go-to-Market Strategy
• KPI Measurements -
• Audience Analysis and Segmentation
• Customer Journey Mapping
• USP & CVP Development
• Brand Equity and Measurement -
• Visual Identity
• Iconography
• Photography -
• Vision, Mission & Purpose
• Values & Personalities
• Language & Tone of Voice
• Copywriting & Messaging
• Investor Narrative & Collateral (VC) -
• User Testing
• User Flows & Wireframes
• UI & UX Design
• Rapid Prototyping
• Content & Information Architecture
• Product Management -
• Visual Systems & Guidelines
• Print & Digital Collateral -
Director, Strategy: Dr. Mei Ling Doery
Director, Brand & Product: Leisha Muraki
Scope of work
med-tech
Steera
Led brand strategy and UX development for an on-demand SaaS platform connecting patients and providers across the entire care continuum. Anytime. Anywhere.
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• Research, Market Sounding & Audit
• Industry & Competitor Analysis
• Business Model Canvas
• Customer Journey Mapping
• Go-to-Market
• USP & CVP Development -
• Naming & Trademarking
• Visual Identity
• Iconography
• Infographics
• Illustrations -
• Vision, Mission & Purpose
• Values & Personalities
• Language & Tone of Voice
• Copywriting & Messaging -
• Visual Systems & Guidelines
• Website Design & Development
• Print & Digital Collateral -
Successful proof-of-concept: 300 hepatitis C patients, 60GPs, 11 Specialists, 15 nurses
Endorsed by Australian Minister of Health
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Director, Strategy: Dr. Mei Ling Doery
Director, Brand & Product: Leisha Muraki
Copywriter: Sammi Chancey
Designer: Keane Hughes
Scope of work
Hospitality
St. Jerome’s —The Hotel
Led design of Australia’s first rooftop glamping experience, blending the great outdoors with the glamorous nightlife in Melbourne, Australia. Awarded 2016 'Unique Luxury Hotel of the Year' and finalist for the Good Design Award in Service Design.
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• Research, Market Sounding & Audit
• Industry & Competitor Analysis
• Business Model Canvas
• Customer Journey Mapping
• Go-to-Market
• USP & CVP Development -
• Naming & Trademarking
• Visual Identity
• Iconography
• Infographics
• Illustrations -
• Vision, Mission & Purpose
• Values & Personalities
• Language & Tone of Voice
• Copywriting & Messaging -
• Visual Systems & Guidelines
• Website Design & Development
• Print & Digital Collateral
• Environmental Design
• Apparel & Merchandise -
• Integrated Marketing
• Partner & Sponsor Negotiation
• Press Release Copywriting
• Media Kit Development -
2016 ‘Unique Luxury Hotel of the Year’
#2 ranking on Tripadvisor
2016 Good Design Award finalist
AUD 13M+ in partnership revenue over three years and AUD 12.9M in sponsored media
28,500+ total guests
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Art Director: Deon St. Mor
Design & Strategy: Leisha Muraki
Copywriter: Cat Wall
Designer: Brendan Coughlan
scope of work
Design Conference
Sex, Drugs & Helvetica
Director of Sex, Drugs & Helvetica, an annual design conference addressing industry challenges, upskilling professionals, and inspiring students—attracting 1,200 attendees across Melbourne, Brisbane, and Sydney.
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• Research, Market Sounding & Audit
• Industry & Competitor Analysis
• Business Model Canvas
• Go-to-Market
• USP & CVP Development
• Operational Systems & Processes
• Budget & Staff Allocation
• Impact Investing
• Monitoring & Evaluation
• Performance Measurements -
• Vision, Mission & Purpose
• Values & Personalities
• Language & Tone of Voice
• Copywriting & Messaging -
• Website Design & Development
• Print & Digital Collateral
• Environmental Design
• Apparel & Merchandise -
• Brand Activations
• Integrated Marketing
• Social Media
• Partner & Sponsor Negotiation
• Press Release Copywriting
• Media Kit Development -
• Planning & Conceptualization
• Budgeting & Financial Management
• Venue Selection & Logistics
• Vendor Management
• Marketing & Promotion
• Program & Content Development
• Registration & Ticketing
• On-site Management & Execution
• Post-Event Evaluation -
Multi-city design conference with 1,200+ attendees featuring international speakers from Airbnb, Sky TV, and Telstra
Achieved a five-year run of eight conferences with an initial seed investment of AUD 25K
AUD 350K in sponsored print and online media with leading outlines such as Sydney Morning Herald, TimeOut Magazine, and IDN Magazine
Corporate and university partnerships covered total conference expenditure by the fifth year
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Managing Director: Zac Solomon
Director: Leisha Muraki
Designer: Studio Build
Copywriter: Cat Wall
Scope of work
activated carbon production
Bygen
Led the redesign and brand strategy of Bygen, positioning it as a leading sustainable activated carbon producer and supplier in Australia.
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• Research, Market Sounding & Audit
• Industry & Competitor Analysis
• Business Model Canvas
• Go-to-Market Strategy
• KPI Measurements -
• Audience Analysis and Segmentation
• Customer Journey Mapping
• USP & CVP Development -
• Visual Identity
• Iconography
• Infographics -
• Vision, Mission & Purpose
• Values & Personalities
• Language & Tone of Voice
• Copywriting & Messaging
• Investor Narrative & Collateral (VC) -
• Visual Systems & Guidelines
• Print & Digital Collateral -
2.6M investment from new partners including Breakthrough Victoria, Alberts, and Investible.
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Director, Strategy: Dr. Mei Ling Doery
Director, Brand: Leisha Muraki
Designer: Keane Hughes
Scope of work
retail bakery
Digby
Redesigned Digby to help establish the brand as a beloved patisserie for indulgent desserts and memorable celebrations.
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• Research, Market Sounding & Audit
• Industry & Competitor Analysis
• Business Model Canvas
• Customer Journey Mapping
• Go-to-Market
• USP & CVP Development -
• Visual Identity
• Iconography
• Illustrations -
• Vision, Mission & Purpose
• Values & Personalities
• Language & Tone of Voice
• Copywriting & Messaging -
• Visual Systems & Guidelines
• Website Design & Development
• Print & Digital Collateral -
647% increase in average likes per post on Instagram within five months
418% increase in online sales within one year of new website launch
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Director, Strategy: Dr. Mei Ling Doery
Director, Brand & Product: Leisha Muraki
Designer: Ash Gibson
Scope of work
Hospitality
Convenory
As interim Chief Operating Officer, envisioned the adaptive repurposing of Melbourne’s Flinders St. Station to create a members’ club and destination for entrepreneurs.
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• Research, Market Sounding & Audit
• Industry & Competitor Analysis
• Business Model Canvas
• Customer Journey Mapping
• Go-to-Market
• USP & CVP Development -
• Naming & Trademarking
• Visual Identity
• Iconography
• Infographics -
• Vision, Mission & Purpose
• Values & Personalities
• Language & Tone of Voice
• Copywriting & Messaging
• Investor Narrative & Collateral (VC) -
• Visual Systems & Guidelines
• Website Design & Development
• Print & Digital Collateral -
AU$15.7M in committed capital
AU$250K unencumbered funding as LaunchVic major project
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Managing Director: Dr. Mei Ling Doery
Brand Director: Leisha Muraki
Architects: Andrew Maynard, Mark Austin
PR: Kate Dinon
Designer: Keane Hughes
Scope of work:
publication
T-world
Designing the “extra-large,” 300-page edition of the world’s only publication dedicated to the ubiquitous T-shirt.
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• Layout
• Photography Editing
• Typography
• Print Production -
Publisher: Eddie Zammit
Senior Designer: Leisha Muraki
Photographer: Nicole Reed
Designer: Michael Souvanthalisith
Scope of work
Brand identity
Logos
A selection of logos and wordmarks for brands across education, fintech, retail, hospitality and health sectors.
