Solo by myob
Technology
How do you free sole operators from the grips of tedious admin?
For more than 30 years, MYOB has helped Aussie businesses manage the ins and outs of their small-medium sized operations. But despite the rise in sole operators, many
are struggling more than ever to stay afloat. Their biggest challenge? Time-consuming admin was taking over their lives.
So MYOB set out to create a new tool, built just for sole operators. It was a game-changing opportunity – to be first to market with an innovative, accessible solution bringing everything they need (and just that) into one place.
Because people don’t go solo to get into the business of running a business. They do it for passion, work-life balance, and, well, because there’s a serious gap in the market for designer pet hairdressers. Admin had become the boss of sole operators. As part of NMBL — M&C Saatchi’s bespoke integrated agency model — we were on a mission to get them back to doing what they do best. The work.
Meet Solo by MYOB. The admin app for sole operators.
We worked to develop a full-stack brand experience, spanning brand strategy, name development, tone of voice, messaging, visual identity and one epic campaign including OOH comms, a TVC series and radio ads.
MYOB needed a brand that connects with sole operators on their level. And one that might just help those same Aussies see MYOB in a new light.
Services:
Brand strategy, identity, app design, art direction
Energy, unlocked
Sole operators are driven by a passion and energy to perfect their craft and do their own thing. Our visual identity takes inspiration from this. It’s built around the idea of energy, unlocked and manifests with a bold, dynamic system that nudges users to
get stuff done and move on to what's next.
Mimicking the movement of Newton’s Cradle, our brand in motion has an effortless
but purposeful flow. It’s a chain reaction of responsive energy that translates across
the entire brand system, from our logo that toggles on and off to unlock, to the momentum trails that hold text and imagery.
At every moment, Solo’s brand unlocks sole operators’ time and energy to move
on to other (and let’s face it, better) things.
Unbusinessy with a side of ‘tude
Solo’s tonality cuts through competitors’ jargon-y gobbledigook to speak to sole operators on their level, in a way they understand. It’s refreshingly simple, and unbusinessy. We know they’re passionate about what they do, so our voice unlocks
the energy to match.
And, we feel their pain (yowch). We know how hard it is when you’re on the hustle,
so our verbal identity connects with relatable painpoints (think: late nights spent
sifting through an avalanche of receipts). It’s all about helping connect sole operators with the app features that make their lives just that little bit (alotta bit) easier.
Making the app your best mate, not worst nightmare
The app user interface is designed to balance function and fun. Feature names are kept simple, like Snap ‘n Track for receipt safe keeping and Money in/Money out for tracking spend. Solo’s nudges and reminder tools feel like a friendly tap on the shoulder. And we made feature explainers make crystal-clear sense too.
Solo is a digital-first brand, so we had to make sure our distinctly unbusinessy personality showed up throughout the app experience.
Along with the MYOB team, we kept things simple where users need to get stuff done quickly, but added special brand touches in the right spots.
Animated illustrations help sole operators navigate app features, pushing them forward from one moment to the next. Similarly, loading screens inject a bit of play into an otherwise strictly business moment.
Un-boring the boring bits
Corporate? Not Solo. So we chose a typeface that felt bold and unapologetic, making info-heavy sections like transactions or reports (AKA the boring bits) feel a bit easier
to digest.
And Solo certainly isn’t here to blend in. With a colour palette vibrant and bold enough to match the passion of our sole operators, the purple/yellow contrast creates energy—putting it a step (or giant leap) beyond the sea of boring business blues and greens in the category.
Putting sole operators front and centre
When you’re a sole operator, you’re not just the accountant, web designer, and tech support – you’re the boss. That’s why our photography always puts Solo users in the spotlight, capturing them in their space, in action – whether that’s on the tools, in the kitchen or making a sale. No glossy corporate stock images, just real sole operators doing what they do best.
Work > workwork
The launch introduces the ‘Do Less Work Work’ platform, playfully highlighting the difference between the work sole traders love, and the tedious ‘work work’ that holds them back. First introduced on social media by Tom Cashman, the phrase gained traction among sole operator influencers, before rolling out across film, out-of-home, radio, social, and digital channels.
Credits
Photography
Shelley Horan
Illustration
Dmitrii Kharchenko
