Bean Ninjas.
Your eCommerce growth accountants.
Bean Ninjas offers best-in-class bookkeeping, accounting, virtual CFO, and tax services
for 7 and 8-figure eCommerce businesses looking to scale..
The project
Bean Ninjas: A Startup Brand Built to Last. Est.2016
The brief
Bean Ninjas was a new startup with a clever name, clear niche and big plans to scale. Working directly with founder Meryl Johnston through QUT CEA’s startup accelerator, I was tasked with shaping a brand from scratch — one that would stand out in a dry, trust-based industry (bookkeeping), appeal to online business owners, and grow with the business.
The project
I developed a tone of voice, brand personality and visual identity that blended professionalism with playfulness — positioning Bean Ninjas as skilled, fast and friendly. Designed to be memorable and human in a sea of sameness, the brand identity was anchored by a distinctive logo and custom brand marque. It launched with a simple, strategic toolkit that could flex across digital channels as the business scaled.
Strategy
Highlight the value of fixed-fee bookkeeping in language that feels clear, supportive and optimistic. Help founders feel confident handing over their books — freeing up time to focus on growth. Bring energy and approachability to an industry that’s often seen as complex or intimidating.
Execution
The logo system and brand visuals were designed to reflect the name’s quirky energy without compromising credibility. A fresh green palette, ‘bean’ shapes and conversational tone created immediate recall and a welcoming feel. I created a set of brand guidelines covering logo use, colour, tone and personality, so the startup could roll out consistently as it grew.
Outcome
Bean Ninjas has gone on to become a global bookkeeping service for digital entrepreneurs — and the brand identity remains in use a decade later, unchanged since launch.
My role
Creative direction, brand strategy, tone of voice, visual identity design and delivery of brand guidelines — working independently with the founder as part of the QUT CEA accelerator program.
Contribution and learning
This project showed the impact a strong brand can have when it’s designed to grow from day one. It sharpened my ability to guide early-stage founders and deliver creative that’s both strategic and scalable.
beanninjas.com