Gold Coast startup Desygner plans for global growth in massive automated graphic design market

GOLD Coast startup Desygner is taking on billion-dollar unicorn Canva in the design software space. And it has big expansion plans.

Desygner co-founders Alex Rich and Mariana Aguiar. Photo: Richard Gosling

GOLD Coast start-up Desygner draws plenty of comparisons to billion-dollar graphic design business Canva.

But co-founders Alex Rich and Mariana Aguiar say they’re not a carbon copy of Canva and have their own designs on world domination.

The pair first connected in 2012 when Ms Aguiar, a marketing professional from Brazil, joined Mr Rich’s fashion brand SLY Collective from underwear manufacturer aussieBum.

Mr Rich’s business pedigree includes launching shopper dockets in the UK when he was 16, so it’s fair to say entrepreneurship runs in his blood.

In 2015 Mr Rich and Ms Aguiar rented a Broadbeach apartment with one simple idea in mind.

The idea was for free graphic design software with thousands of templates, which can easily be tweaked, shared and printed.

People can design everything from business cards, to social media presentations, to posters, and then print thoses products from their from desktops, mobiles or tablets.

However, except for co-founder Alexandre Goloskok, none of the founders are designers. Mr Rich said that was actually an advantage, because they attacked the problem from a non-designer’s perspective.

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“We should not design,” Mr Rich said.

“We can take something beautiful and make it s*** in two minutes.”

Mr Rich said that’s where they differed from Canva.

“It is very focused on teaching people to design,” he said.

“We are of the mindset that not everyone can be taught to design, and more than that, not everyone wants to be taught to design. It is more that people want great design on hand without having to think about it.”

Since launching last year, Desygner has gained 1.8 million registered users and 10 million overall.

It has 13,000 subscribers to its premium product, which offers access to more than 5000 templates, one million photos and graphics, and unlimited photo and design storage, for $6.95 a month.

Four months ago it launched We Brand, targeted at companies looking for design and marketing solutions. It has 5000 clients from small businesses to large enterprises.

We Brand, essentially, puts the management, customisation and distribution of visual content into the hands of staff, and not just designers, therefore enabling marketing campaigns to be executed efficiently and quickly.

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The concept revolves around storage of consistently-branded marketing materials that can be accessed by everyone, without the need for creating duplicated graphics.

However, that does not mean people are free to alter the materials in any way they see fit.

“Businesses want to be in the position where they have branded material and they can restrict what can and can’t be changed and make that available to not just their marketing team, but sales team, consultants and the people outside the business, without letting them damage the brand.”

Mr Rich said next month will be the first profitable month since the business was launched.

The company, which is funded and majority-owned by Mr Rich and Ms Aguiar, has engaged with venture capitalists to seek additional capital as it grows its range of products.

Those include a PDF editing tool.

“This is very unique. It is the world’s first true PDF editing tool. There is nothing in the market like this.”

There are plans to open offices in New York, London and the Phillipines in future. Mr Rich said they are forecasting up to 200 staff by December.