What Today does

Today is an independent, for-profit design and technology studio headquartered in Collingwood (Yálla-birr-ang), Melbourne, Australia, operating with 11-50 employees. Founded in 2012, the studio delivers bespoke engagements across four practice areas: Impact Strategy, Service Innovation, Product and AI, and Brand and Communications. It serves federal, state, and local government agencies, nonprofits and NGOs focused on social and environmental challenges, and a narrower set of purpose-driven enterprises (Nike Pacific, Xero, MasterCard, Telstra Foundation, Monash IVF, Assemble, Gippslandia). The studio's underlying methodology emphasizes co-design with stakeholders and end-users, human-centered and trauma-informed design, service design and journey mapping, and accessible digital product development. Notable outputs include bespoke digital products (Dora audio companion for the Art Gallery of NSW, Stories of Country platform for Martu cultural preservation, Auslan Anywhere co-designed social platform, Family Violence Intervention Order online portal for the Magistrate's Court of Victoria, Digital Earth Australia platform for Geoscience Australia, The Resilience Project school platform, Monash IVF inclusive website), campaigns (Crushed But Okay for the Alannah and Madeline Foundation), and crisis support tooling (Lifeline Text). Revenue is generated from custom-scoped, project-based professional services engagements, including multi-year contracts, with no public pricing. Projects are secured through direct enterprise engagement and competitive government procurement; geographic focus is primarily Australia with selective international project delivery (notably change.org rebranding across 20+ countries). The studio merged DrawHistory into its operations to expand strategic communication and behavioral change capability, and operates without disclosed outside investment, public listing, or parent company.

Name

Today

Legal name

Today

Website

https://today.design

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Today is a Melbourne-based design and technology studio for social innovation, serving government agencies, nonprofits, and purpose-driven enterprises through co-design, service innovation, digital products, and brand and communications strategy.

Ownership category

akta.pro rank

Product category

Strategic Design Services

NAICS

Graphic Design Services (541430), Graphic Design Services (54143), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Advertising Agencies (7311), Services-Management Consulting Services (8742)

akta.pro primary industry

Content Studio & Creative Resourcing (In-house/Embedded Teams) (BPAFAIAJ)

akta.pro secondary industry

Content Production (Video, Design, Copy, Studio) (BPAFAAAF)

Keywords

• Service design consulting
• Social impact design
• Experience design services
• Brand strategy consulting
• Digital product design

Headquarters

HQ city

Fitzroy

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Professional Design Services: Today generates revenue through consulting engagements with government agencies, nonprofits, and corporations. Projects include brand strategy, service design, digital product development, communications strategy, and organizational transformation. Revenue is project-based with engagements ranging from campaign development to long-term strategic partnerships.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Today is a design and technology studio that provides strategy, service innovation, digital product design, and brand and communications services to social impact organizations, government agencies, and enterprises. The studio delivers bespoke consulting engagements spanning impact strategy, service design, digital product and platform development, brand identity, and campaign development using co-design and trauma-informed methodologies. Projects are custom-scoped and project-based, ranging from campaign development to long-term strategic partnerships across sectors including government, healthcare, education, arts, and nonprofit.

Product overview

Today is a design and technology studio for social innovation that helps impact leaders make a difference. The studio operates as a custom solutions provider rather than a single unified product platform, delivering bespoke digital products, campaigns, and services tailored to client needs across multiple impact areas. Key products include Dora (audio companion app), Stories of Country (cultural preservation platform), Auslan Anywhere (language learning social platform), You, Me & Money (financial wellbeing toolkit), Meemo's Adventures (youth mental health game), RightByYou (suicide prevention support tool), Bluurb.me (youth CBT learning platform), Crushed But Okay (social media campaign), Lifeline Text (crisis support service), and Assemble's customer experience platform. Service offerings span Impact Strategy, Service Innovation, Product and AI, and Brand and Communications. Projects are built for diverse sectors including government, healthcare, education, arts, and social impact.

Differentiator

Problem solved

Functional benefit

Brands

• Stories of Country: Digital platform developed in partnership with Kanyirninpa Jukurrpa to preserve Martu languages and culture through storytelling.

Products and services

• Service Categories Professional service offerings including: Impact Strategy (growing confidence and clarity for mission advancement), Service Innovation (transforming complexity into seamless experiences), Product and AI (building engaging experiences and intelligent systems), and Brand and Communications (crafting identities for organizations). These are the four core service categories clients can contract for as engagements.
• Brand Strategy and Visual Identity Services Co-created, iterative, and validated brand development including strategic foundation (purpose, value proposition, positioning), visual identity (typography, colour, imagery), and communication campaigns with internal communications support. For impact organizations, government agencies, and purpose-driven enterprises.
• Dora Audio Companion App An 'eyes up' audio companion mobile app that provides visitors with curated audio content as they explore the Art Gallery of New South Wales. The interface melts away, changing color to match the physical space, allowing visitors to create their own path through the gallery by entering numbers near each artwork. Built for arts and cultural institutions.
• Lifeline Text Crisis Support Service A text-based crisis support service that enables discreet access for people during times of mental health crisis, providing an alternative to phone-based support. Research found 42% of texters would not have sought help via phone or another service if textline was not available. For mental health organizations and crisis support providers.
• Family Violence Intervention Order Online Portal Australia's first online family violence intervention order form and portal for the Magistrate's Court of Victoria. Enables applicants to complete forms online with simplified language, remote amendments, proactive notifications, and streamlined processing for court registrars. For government justice systems.
• Digital Earth Australia Platform A government data platform built using a component-based design system with Storybook, offering simplified, accessible access to Australia's earth and climate science data for scientists, businesses, and citizens. For government agencies and public sector organizations.
• Stories of Country Digital Platform A digital storytelling platform owned by Martu people, designed to preserve Martu languages and culture. Icons are designed directly from illustrations by Martu Elders, and the platform grows with the community. For Indigenous communities and cultural preservation organizations.
• The Resilience Project Digital Platform A bespoke digital platform that equips educators with tools to teach resilience and happiness to students. Features tailored learning experiences for different users, with content strategy designed for digital experiences and a component library enabling personalization. For educational institutions and youth programs.
• Monash IVF Digital Experience An inclusive digital experience connecting people with fertility information and services based on their journey needs rather than demographic labels. Features location-based content, appointments, payments, and purchases powered by a comprehensive technical feature set. Achieved 42% increase in organic goal completion. For healthcare providers.
• Life! Digital Health Platform A personalized, guided digital health experience helping participants track progress, stay motivated, and change behavior. Features content unlocked by progression, goal setting, bite-sized learning, recipes, and community connection, driven by Salesforce integration. For government health programs and preventative health providers.
• Assemble Customer Experience Platform A digital platform and marketing campaign for Assemble's innovative home purchase pathway, featuring a transparency-focused approach with a calculator to help users explore apartment options and pricing models. For housing and real estate organizations.

Quantifiable outcome

• 1,339,929 people reached in 2 months with Crushed But Okay campaign (exceeding 10,000 goal)
• +3 more outcomes

Named customers18 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

One partnership is on record.

• DrawHistorycoreStrategic or Co-development PartnerDrawHistory was acquired and is now part of Today, bringing additional capabilities in strategic communication and behavioral change design. Projects including change.org and ForWhen were completed with DrawHistory before the integration.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• IDEO: IDEO is a global design and innovation consultancy pioneering human-centered design, co-design, and social impact work across government, nonprofit, and enterprise sectors. Closely comparable to Today's social-impact-focused creative agency model and methodology.
• Meld Studios: Meld Studios is a Melbourne-based design and technology consultancy specializing in service design, digital transformation, and customer experience for enterprise and government clients. Closest Australian peer with overlapping service design, government, and digital product offerings.
• Portable Studios: Portable is an Australian creative agency focused on design strategy, brand, and digital experiences for cultural, government, and social impact organizations. Directly comparable in mission-driven positioning and client mix.
• Think Place: Think Place is an Australian strategy and design consultancy with deep public sector, social policy, and human-centered design expertise. Directly comparable in social impact, government, and co-design methodology focus.
• Livework: Livework is a global service design consultancy with strong social innovation and public sector practices across Europe and Latin America. Comparable in service design methodology, social impact focus, and government client base.
• Reos Partners: Reos Partners is a global social innovation consultancy that designs and facilitates multi-stakeholder processes for systemic change. Closely comparable in social impact methodology and mission-driven positioning.
• Thinkpublic: Thinkpublic is a UK-based service design consultancy focused on public sector transformation and social innovation. Comparable in methodology and government client focus but operates in a different geography.

Broad incumbents

• Designit (a Wipro company): Designit is a global strategic design firm within Wipro, offering experience design, service design, and innovation across enterprise sectors. A larger incumbent with overlapping capabilities but broader commercial portfolio.
• Accenture Song: Accenture Song is the experience design and creative services arm of Accenture, competing for government digital transformation and social impact projects at global scale. A large incumbent entering Today's niche with greater resources but less specialization.

Regional players

• The Australian Centre for Social Innovation (TACSI): TACSI is an Australian social innovation organization developing new approaches to complex social challenges through co-design. Comparable in social innovation methodology but nonprofit rather than commercial model.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/todaydes

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Today