Soft Machine is a creative collective. We use logic and creativity to solve problems.
We are industrial designers, graphic designers, entrepreneurs, makers, design thinkers, psychologists and engineers.
Soft Machine is built on a super simple, but super powerful idea: being two things at once.
We know that business believes in a rational consumer, yet psychology tells us that the world is emotional
We’re here to create brands that are simultaneously useful and desirable.
We can help in two ways…
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Creating something from nothing.
New categories.
New behaviour.
New revenue. -
Making things better. Making better things.
A design thinking approach to brand, product and experience
Less. Better. Human
The only way to create brands that matter is to work with great partners.
Jodene Murphy, CMO Bankwest
What makes the team brilliant to work with is their limitless curiosity and huge ambition to create genuinely insightful solutions to customer and brand problems. They listen, challenge and you always end up somewhere better because you’ve kicked it around with them.
Kelly Beater, Head of Felix Mobile
Creating Felix Mobile with the team was equal parts creativity and testing and building those hypotheses in the real world. I loved our sessions with consumers.
Tom Dusseldorp, CMO Australian Vintage
I've launched everything Soft Machine has done with me.
Tom Baker, Founder Mr Black
Having extreme ideas is easy. Playing it close won't get you there. The Soft Machine team always deliver on that happy medium: different and better ideas, designed to be popular.
Robert Fucinato, Senior Director, Global Branding, J & J USA
Soft Machine are the designer’s designers.