OBJECTIVE
Bridge the gap between a corporate Fintech brand and high-energy music talent to drive brand relevance within the creative industry.
CHALLENGE
Making a tax and accounting platform feel authentic to the music world. The creative needed to satisfy MYOB’s established corporate standards while matching the vibrant, chaotic, and high-energy brand of Peking Duk to resonate with a younger demographic.
The approach
I led the digital design for this collaboration by developing a high-contrast, editorial visual language that merged professional utility with the energy of live music. I curated an art direction that combined "glitch" textures and bold typography with vibrant artist photography, ensuring the partnership felt like a natural cultural fit rather than a forced corporate sponsorship. By creating a unified digital journey across social and web, I successfully translated a complex partnership into a series of high-impact, snackable assets designed for maximum engagement.
IMPACT
Successfully modernised the perception of MYOB for a younger, creative-led audience - Delivered a high volume of premium assets within an accelerated campaign timeline.
client
Peking Duk + MYOB
Year
2025
service
Strategy, Concept
