Sydney, Australia

Sydney, Australia

Sydney, Australia

From a local education platform to a global brand built around one truth, everyone figures it out anyway.

From a local education platform to a global brand built around one truth, everyone figures it out anyway.

From a local education platform to a global brand built around one truth, everyone figures it out anyway.

Brand Strategy

Brand Strategy

Visual Identity

Visual Identity

Design System

Design System

Product

Product

AI Experience

AI Experience

In Australia, "Year 13" made perfect sense. Everywhere else, it didn't.

The concept

Gap year after graduation where you figure out your path was deeply Australian. But the business was growing into the US, and the name didn't travel.

The concept

Gap year after graduation where you figure out your path was deeply Australian. But the business was growing into the US, and the name didn't travel.

Students word

They told us the platform felt heavy. Serious. Like it was built for careers advisers, not for them.

Students word

They told us the platform felt heavy. Serious. Like it was built for careers advisers, not for them.

The brief

It wasn't just a rename. It was a full rethink of what this brand stood for and who it was actually for.

The brief

It wasn't just a rename. It was a full rethink of what this brand stood for and who it was actually for.

We built the brand from the inside out

Before a single colour was chosen, we defined what the brand believed, how it told the truth, and how it behaved.

Before a single colour was chosen, we defined what the brand believed, how it told the truth, and how it behaved.

Before a single colour was chosen, we defined what the brand believed, how it told the truth, and how it behaved.

These weren't marketing lines. They were filters. Every product decision, every screen, every interaction, every word Blinky said had to pass through them.

These weren't marketing lines. They were filters. Every product decision, every screen, every interaction, every word Blinky said had to pass through them.

The proposition came from what students kept telling us. No one's path is the same. Everyone explores. Everyone experiments. Everyone figures it out.

The proposition came from what students kept telling us. No one's path is the same. Everyone explores. Everyone experiments. Everyone figures it out.

Anyway.

The name is the strategy

The word "anyway" is doing double duty, it's a reassurance and the brand name.

The word "anyway" is doing double duty, it's a reassurance and the brand name.

The word "anyway" is doing double duty, it's a reassurance and the brand name.

Students in the US got it immediately. So did students in Australia. Not because it was explained to them, because it felt true.

Students in the US got it immediately. So did students in Australia. Not because it was explained to them, because it felt true.

Students in the US got it immediately. So did students in Australia. Not because it was explained to them, because it felt true.

The spotlight isn't decoration, it's the brand's core idea

Blinky

was designed as the living expression of that idea

Blinky

was designed as the living expression of that idea

Spotlight is the visual metaphor for what ANYWAY does, it shines a light on you and what you're figuring out.

Making the brand live in the product

The real challenge is making sure it doesn't stop at social media.

The test I kept running, does this still feel like ANYWAY, or does it feel like a generic app that borrowed the green? Every element traced back to the strategy.

"It finally feels like a brand designed for Gen Z, by Gen Z."

"It finally feels like a brand designed for Gen Z, by Gen Z."

"It finally feels like a brand designed for Gen Z, by Gen Z."

That was the feedback when students saw the platform. Because we listened before we designed.

That was the feedback when students saw the platform. Because we listened before we designed.

That was the feedback when students saw the platform. Because we listened before we designed.