From Rebel Spirit to Brand Revolution: Journey's Punk Rebrand

The journey behind our brand's punk-inspired transformation — fusing innovation, rebellion, and authenticity.

Rebranding is more than a facelift; it's a fundamental transformation of a brand’s soul and identity. For Journey, the leap from a quick solution logo to a symbol of exponential growth mirrors our own radical evolution. It's here where our rebranding story unfolds.

The Catalyst for Change

From Initial Sketch to Strategic Overhaul

What began as a modest image refresh swiftly transformed into a profound self-examination of our identity, echoing the essence of Journey itself.

It started as a simple notion of 'let's tweak our image,' but quickly evolved into a profound introspection of who we truly serve and why.

This transformative journey was driven not just by our creative specialists but also by our founder, Trent, who questioned why a team of 20 innovative minds working for clients worldwide wouldn't leverage their own strengths. He emphasised the opportunity for deeper collaboration on a project close to our hearts.

The Vision

  • Weeks 1-2: Ideation and Conceptualisation
  • Months 1-2: In-depth Market Research and Client Interviews
  • Months 3-4: Design, Feedback Loops, and Iterations
  • Month 5: Finalisation and Rollout Preparation

The Reality

  • Weeks 1-2: Ideation and Conceptualisation
  • Months 1-4: Freak Out, Creative Self-Doubt, Break Down, Cry Lots of Tears, See Therapist.
  • Month 5: Receive Positive Feedback, Cancel Therapist, Finalisation and Rollout Preparation

I’ve always found it harder to design things for yourself. It’s hard to be objective, and the possibilities are endless. 

Designing Growth: The New Logo

Our new logo was more than a visual exercise; it was an embodiment of our mission and a symbol of the clients we proudly champion. Our logo's design is an exploration of the profound journey we undertake with our partners, and it carries a narrative that unfolds in layers of symbolism.

Symbolism of the Logo: Reflecting Our Clients' Journey

Embedded within our logo is the sequence of '1, 2, to 4,' a visual representation of exponential growth—a fundamental principle that drives our collaborative efforts with clients. 

It’s a transition from the linear, step-by-step progression to a dynamic surge forward, readying our clients for a new chapter of expansion. This is where Journey steps in, ready to fuel the fire of growth with strategic marketing and creative innovation.

The Three Dots: A Narrative of Progression

  • The First Dot: This marks the moment when our clients achieve product-market fit, demonstrating their value in the marketplace.
  • The Second Dot: This signifies significant milestones like securing funding, representing a critical juncture where clients are poised for their next growth phase.
  • The Third Dot: Symbolising the exponential leap, it denotes the point where we amplify our clients' trajectory, propelling them beyond expectations.

Charting a Continuous Course: Beyond Fixed Destinations

Our logo zooms out from the concept of a fixed destination.

The three dots serve as dynamic waypoints on an ever-evolving path that we go on with our clients. 

In contrast to our previous 'X' marks the spot logo, the trio of dots symbolises an endless journey. It underscores our commitment to guiding our clients through transformative growth, not just to singular achievements but through the countless stages of their business evolution.

Our logo is more than just an image; it is a covenant — a promise that Journey is unwavering in catalysing and accelerating growth. 

It is a pledge to assist our clients in not merely advancing but soaring to new heights.

Punk Rock Values: The Origin of Our Brand

The Birth of an Idea

A brand is more than just a logo, and our journey to a punk-inspired brand began with a simple idea: to create an identity that would resonate with both our team and our clients. We sought to capture the rebellious and innovative spirit that drives our founder-based audience, uniting us under a common philosophy.

The Spark of Inspiration

As we embarked on the creative application of our new brand, we drew inspiration from the raw, DIY energy of 1970s punk posters. 

These iconic visuals were more than just images; they were manifestos, declarations of independence, and fervent calls to action. Their boldness and urgency spoke to us, compelling us to infuse our brand with a similar sense of rebellion.

From Concept to Reality

Inspired by punk poster art, we meticulously developed a visual language that honours the punk ethos while adapting it to the modern digital age.

One of the key elements we've embraced is Vintage Cut-outs, featuring carefully selected words and phrases from 1940s and 50s publications, adding a touch of curiosity and innovation to our brand while aligning with our founder-based audience.

These are all hand-cut phrases from magazine clippings I’ve discovered in antique stores and markets and kept aside over the years, waiting for the perfect opportunity to use for a project. 

Similarly, we use Black Tape as a visual guide, signalling new sections in digital content, akin to labelling a guitar case or a toolbox, we use these elements for easy navigation on websites and within documents.

Our use of Black and White Halftone Cutouts pays tribute to halftone printing and the creative remixing of limited materials used by punk artists of the 70s. It also serves a practical purpose to unify visuals from varying sources (remote team!) and adding depth and intrigue. 

Our Hand-drawn Marker and Pen elements inject a human touch into our digital designs, highlighting essential elements like CTA buttons and headline keywords.

These are just some of the elements that come together and infuse our brand with a sense of history, innovation, and a tactile dimension, bridging the past with the present.

Anti-Agency Approach: Challenging the Norms

A Shared Commitment

In parallel, we cultivated our anti-agency approach, forged from our determination to challenge the conventional norms of the marketing industry. 

Traditional agencies, often bound by rigid structures and slow response times, couldn't keep up with the dynamic landscape. Having witnessed these shortcomings firsthand, we set out to offer something different.

Integration and Goal Orientation

Our commitment to clients is unwavering. We integrate seamlessly into their teams, functioning as their outsourced growth marketing department. 

This integration allows us to provide the expertise of strategists, specialists, and executors—all at the cost of a single full-time hire. We prioritise communication, participation in stand-ups, and rapid responsiveness. We're not just a service provider; we're partners, invested in our clients' success.

Leadership Insights

Trent - Founder/Director

"I love our new brand and identity. I’ve always been the guy scrapping his way through his career, a rebel with a cause, building the car while we’re driving it. 

Our new brand encapsulates our attitude and approach to guerrilla marketing and problem-solving.

While it's visually polished, it intentionally showcases a punk aesthetic. 

I was the guy wearing ripped jeans at a keynote in Latvia in front of 800 accountants—ripped jeans was the brand. 

For me, it was a way to project a bit of a bad-boy persona, someone confident, unafraid to break the rules, and think outside the box to execute some of the most unorthodox campaigns in the accounting SaaS industry.

We were always finding ways to growth hack our way through problems and we created a space where it was okay to break stuff if it meant we were learning and pushing for a bigger goal—break it, learn from it, go again, adapt, adapt, adapt.

Then COVID happened, and guess what? We had one of our biggest sales years ever. We challenged ourselves, picked up our tools, and got to work with what we had in front of us.

I love the new brand; I think it’s a great representation of who we are and what clients can expect when working with us."

Chad - Head of Brand and Creative

"My approach to branding is all about exploring the abstract, turning over stones that others may not, and communicating those ideas in a simple way. 

The intersection of different branches of thinking is where genius happens. This is where brands create new categories for themselves, cutting their own path. Iconic brands are born by appealing to those who resonate with bold decisions and leadership.

The punk idea refused to go away, persisting under many stones despite my attempts to set it aside. It evolved and moulded into what it is now—a handsome brand with many paths leading back to the original nucleus of the idea. At its core, it embodies an authentic, rebellious spirit of innovation. 

There’s always risk in doing something new, but there’s also risk in doing the same old thing. I could talk about this endlessly, but suffice it to say that we chose to bet the house on authenticity and swinging big.

Related Articles


What did SaaS vendors get right in their GTM strategy in 2023?

Discover key GTM insights from Journey's 2023 success with global Accounting SaaS vendors.

In 2023 we worked with more than 20 vendors. We helped them to execute their GTM strategy in the accounting industry here in Australia, the United Kingdom, South Africa and North America. 

Over the last 12 months I saw a lot of things that worked really well. And I saw a lot of things that made me want to bang my head against the wall until the pain went away.

At Journey, we've had a big year of experimentation and strategy refinement. 

Today I’m breaking down my key takeaways from 2023 on what worked well for the Accounting SaaS community, or at least for the vendors we were working with.

My goal here, whether you work with Journey or not, is to help you think through all the areas of your GTM strategy, what are you gaps, what is your opportunity and what are you digging into in Q1 of 2024 to get back on track. 

Let’s break it down.

1. Deeply Understand Your Customer

It's startling how many businesses overlook this. 

Last year, we went the extra mile by asking our clients' customers about their product usage, the problems it solves, and their overall experience. 

Our approach was comprehensive. We conducted detailed interviews and surveys, asking pointed questions about how they use our clients' products, the specific problems these products solve, and their overall experience. 

This wasn't a superficial exercise; we delved into the nuances of their responses, seeking to understand not just the 'what' but the 'why' behind their usage.

The insights gained from this exercise were eye-opening. We learned that what we thought were the key features of a product weren't always aligned with the customer's perspective.

In some cases, features we considered minor were actually making a significant impact on the customers' day-to-day operations. This revelation was a game-changer in how we approached messaging and positioning for our clients.

You absolutely need to start the year by doing customer research. Write it down.

We offer this as a service and would be more then happy to show you through how we were able to capture over 400 pieces of product feedback in the past few months for our clients.

2. Active and Diverse Funnel Activities

How often are you engaging with your prospects?

Relying on a single channel for marketing is a strategy that will likely fail. It's important to keep a mix of activities – both big and small – to maintain a healthy and consistent funnel.

Social media alone won't cut it, email marketing alone doesn't cut it, that FaceBook group that had 7 people tag your solution alone doesn't cut it.

The magic happens when these channels work together. 

Imagine a potential customer seeing your brand on social media, then receiving a well-crafted email that addresses their specific needs, followed by an invitation to an exclusive webinar. 

This approach creates multiple touchpoints, each reinforcing the other, and keeps your brand top-of-mind for prospects. The same happens when you start partnering with other brands that operate in the same channel.

Moreover, this strategy allows for flexibility and adaptability. 

Different segments of your audience might prefer different channels, and a multi-channel approach lets you cater to these preferences. 

It also enables you to test and learn which combinations of channels and content types work best for different audience segments.

This is a core offering at Journey. This is the majority of work we are rolling out and implementing for our clients at the moment.

3. A Disciplined Sales Team

The effectiveness of your sales team hinges on their structure and discipline. 

We've seen the best results when roles are clearly defined – for instance, separating the responsibilities of SDRs (Sales Development Representatives) and BDMs (Business Development Managers). 

Having someone do both the SDR work and BDM work, as in, all the call and all the demos will be ineffective, compared to 2 people splitting the work and focusing on just making calls and/or just doing demos.

This specialisation allows each team member to focus and excel in their area, significantly improving efficiency and deal closures.

Keep it simple and the results will flow. I do a lot of consulting on sales functions and getting this process right. 

We’ve seen amazing results with some clients seeing a 206% lift in revenue in 2023 alone after we made changes to their sales and marketing flow.

4. Innovative Customer Interactions

Customer engagement methods are evolving rapidly. 

We've embraced webinars, interactive demos, and other innovative interaction methods to keep our engagements memorable and accessible. 

Webinars, for instance, offer a platform not just for education but for prospect interaction. 

They allow you to delve into key themes and topics, showcase your expertise, and most importantly, engage in real-time with your audience. 

Similarly, interactive website demos have transformed from standard presentations to dynamic, tailored experiences where prospects can see firsthand how your solutions can solve their specific problems straight on the website, before they’ve even spoken to anyone.

Integrating these interactions with your CRM can provide invaluable insights and streamline your sales processes.

We implemented a number of interactive demo’s last year and the results were crazy, in the first month alone, a brand new solution we helped launch had 400 interactions inside the first 30 days, before converting roughly 20% - without even speaking to the on the phone.

5. Seamless Transition Between Teams

A critical yet often neglected aspect is the handover between marketing, sales, and customer success teams. 

This transition should be smooth and well-coordinated, with each team understanding their role in the customer journey. Automating these handovers in your CRM can prevent manual errors and ensure a seamless experience.

By automating the process, you eliminate the risk of human error – no more missed emails or forgotten follow-ups. 

This automation ensures that every piece of critical information is captured and made available to the right team at the right time. 

Furthermore, it allows for a smoother transition of the customer through different phases of their journey, from initial engagement with marketing to sales negotiation, and finally to ongoing support from the customer success team.

6. A Functioning CRM: The Heart of Sales and Marketing

Last year, I encountered too many SaaS vendors struggling with disconnected systems. A cohesive CRM system is non-negotiable. 

It should be the central hub where your sales and marketing efforts converge and should be well-integrated with your website and other tools.

We’re officially Hubspot implementation partners. This is our weapon of choice but we play nice with all systems. We find Hubspot does an amazing job of bringing visibility and cohesion in your GTM team. 

Final thoughts

These insights are more than just observations; they are the foundation of a robust GTM strategy. 

If your current GTM strategy doesn't align with these points, it's time for a change. 

At Journey, we specialise in crafting and refining these strategies to help you scale your sales and marketing efforts.

If you're looking to enhance your approach in 2024, let's have a conversation. 

This is what we do

Read More

Journey Partners with Translucent to Revolutionise Multi-Entity Accounting: A Global Leap Forward

Journey partners with Translucent, transforming Xero into a top-tier multi-entity solution, leveraging our growth marketing expertise.

Translucent, the software that turns Xero into a multi-entity accounting solution, has chosen Journey, the growth marketing agency for accounting-tech, as a global partner.

Translucent turns your existing accounting software into a multi-entity accounting solution. Translucent consolidates accounting data to create a single source of truth and gives you all the multi-entity apps you need – including Group Reporting, Intercompany, Bank Consolidation, Multi-Entity Search and Live Sheets. 

Translucent was founded by Michael Wood (Co-Founder Receipt Bank, aka Dext) and is backed by prominent names from the accounting industry including  Craig Walker (Co-Founder Xero & Former CTO), Gary Turner (Former MD of Xero EMEA), Guy Pearson (Co-Founder Ignition) and  Jamie McDonald (Co-Founder Hubdoc).

Journey will play a central role in launching Translucent across international markets. With its deep expertise in the SaaS and accounting tech sectors, Journey has already helped launch XBert as a household name with 206% revenue growth, while client Dashboard Insights recently won “Practice App of the Year” at the Xero Awards in Australia.  

“I’ve experienced first-hand the problems that multi-entity businesses face so I am delighted to be able to bring to market a one-stop-solution for multi-entity businesses. Given Journey’s expertise and experience they were the natural partners to help us shape and supercharge our ambitious growth plans.” says Michael Wood, CEO and Founder at Translucent.

Trent McLaren and Jordan Vickery of Journey will also serve as brand ambassadors for Translucent, leveraging their extensive industry experience and networks to promote Translucent's innovative solutions and expand its global presence.

“Translucent has the potential to be a true game changer in the world of financial software – this is very much not ‘just another app’. We believe that for many teams it will soon be ‘the’ app,” adds Trent McLaren, Director at Journey. 

About Translucent

Translucent turns your existing accounting software into a multi-entity accounting solution.

Founded by CEO Michael Wood, who had previously co-founded Dext, (formerly Receipt Bank). Launched in 2022, London-based Translucent has to-date raised £7.7M from LocalGlobe, Chalfen Ventures and angel investors, including Gary Turner and Craig Walker (both from Xero), as well as founders from fintech and accounting tech leaders including GoCardless, Jeeves, Karbon, Libeo, ComplyAdvantage, Ignition, Hubdoc and KashFlow.

About Journey

Journey, a pioneering growth agency, specialises in unlocking and scaling revenue streams for accounting technology companies across the globe. 

Established by industry veterans Trent Mclaren, Liss McLaren and Jordan Vickery,  the agency brings over 30 years of combined expertise in the accounting tech sector to the table. Journey functions as an extension of your team, acting as the in-house growth marketing arm for accounting tech companies. Their mission is to not only boost revenue but also to forge enduring brands, making a worldwide impact in the accounting industry. 

Read More

Hurray, it’s another agency rebrand! Why Journey’s relaunched brand is more re-energised than rehashed

A complete transformation that mirrors the disruptive spirit of our accounting tech clients

Rebrands can be such a bore! Wow, you changed your logo and chose a slightly different corporate blue pantone for your website – *slow hand clap* Well done you! But every now and then, a rebrand comes along that does it RIGHT. A rethink that’s not just a cosmetic airbrushing of the existing brand, but a complete rethink of the style, attitude and ethos of the brand.

Journey is launching its new brand with a bang. We’re the same cutting-edge growth marketing agency we always were – with a razor-sharp focus on the accounting technology market. But now we’re wearing new threads and walking a new walk.

Dive into and see just why we stand out from the crowd, and how we’re more motivated than ever to help accounting tech startups become industry rock stars.

A refreshed brand with a punk-rock attitude

A rebrand isn’t about commissioning an expensive new logo. A good rebrand builds on previous successes by re-focusing the mission, vision and clarity of what your brand’s about. So, if you’re going to do more than just tick the usual boxes, you need a sharp focus on your customers. 

Journey’s customers are accounting tech founders, disruptive innovators who’ve shaken up the industry. They spot a niche, develop never-before-seen technology and disrupt the market. It was only fitting to match that energy with the new Journey brand and to crank it up to 11. 

Our new brand is all about blending the rebellion and disruptive spirit of these punk-rock innovators, with clear, no-nonsense visuals and content that tells it how it is.

We keep things simple, but we also fire up the energy and drive for growth that’s the lifeblood of any great accounting tech startup. The brand reflects the SaaS founder’s drive for independence and disruption. But we temper this with deep knowledge, incredible industry insights and content that truly brings a startup's story to life.

We infuse our content with the energy of a punk rock concert, where the audience feels the adrenaline, the passion, and the exhilaration of being part of a movement.

But we also dial down the volume, slip some yacht rock onto the stereo and bring things down to basics – setting the marketing foundations for solid, dependable growth and revenues. 

Fire up the new rebranded site and see for yourself how Journey has changed.

Three ways Journey powers up growth for accounting tech startups

Our mission is clear: Journey 2.0 is here to unleash scalable growth for accounting tech startups across the globe. We’ve got the knowledge of the industry, the tried-and-tested strategies, and a team who know the accounting industry like the back of their hand.

At Journey, we've cracked the code to scaling-up accounting tech apps. With 30+ years of combined industry leadership between us, we're here to help ambitious startups crank it up to 11 – from Seed to Series C and beyond. 

What’s it like working with Journey? Our three-point approach is the engine room of our clients’ growth, helping them switch from organic growth to hyper-growth scale-up in the blink of an eye.

These three pillars are what delivers accounting tech growth:

1. We pull back the cover on your customers & product

  • Because your customers hold the answers to your messaging and positioning
  • Customer research to get a razor-sharp look at what makes your ideal customers tick
  • Product immersion to understand exactly how you solve their biggest pain points
  • Updated messaging based on how you’re uniquely positioned to help them

2. Assemble your strategy & growth team

  • We build the growth unit you need for your goals & product
  • Sprint-strategising to create a plan we can start testing & measuring
  • Carefully curated channels based on where we think you’re best taking centre stage
  • A team of strategists, specialists, and executors assembled and assigned to you

3. No-holds-barred execution and iteration

  • We execute, learn, adjust, and go again until we find your leverage
  • Daily execution against the plan to start finding traction
  • Constant review & thirst for improvement to double down on what’s working
  • We’re in your Slack, attending your stand-ups, integrating as part of your in-house team

Shaking up the accounting tech industry, with the skills to pay the bills

Just like all the best punk idols, we don’t hold back when talking about our skills. We’re a global team of accounting aficionados, who know this industry inside out. That knowledge, network and experience is what gives our accounting tech clients a gigantic competitive advantage.

Collectively, we’ve spent three decades scaling SaaS companies across Australasia, Europe and North America. Our team is made up of strategic leaders, growth marketers, creative designers, copywriters and bespoke services for turbocharging your growth.

Check out our About Us page to learn our story and meet the dream team.

Journey: writing the next chapter for accounting tech

The accounting tech industry has evolved at a stratospheric rate in the past decade. Journey is here to write the next chapter in the story, turning the cream of the accounting tech crop into industry superstars and driving the next wave in the accounting technology revolution.

Strap in. Get ready. Crank up the volume. We’re going on a Journey!

Read More

Sign up to the Mailing List

Receive our best practices & insights landing straight in your inbox once a week

Oops! Something went wrong while submitting the form.