Melanie Perkins: Democratising Design Through Vision
Explore how a visionary leadership approach transformed design access for millions, emphasizing collaboration, simplicity, and purpose-driven success.
Melanie Perkins transformed how the world approaches design by making it simple, accessible, and collaborative for everyone - not just professionals. As the co-founder and CEO of Canva, she created a platform used by over 150 million people monthly across 190 countries. Her story is one of persistence, innovation, and leadership.
Key Highlights:
- Canva's Mission: Simplify design tools for everyday users.
- Global Reach: 220 million active users, 85% of Fortune 500 companies use Canva.
- Financial Success: Valued at £32 billion, with annual revenue exceeding £800 million.
- Philanthropy: Committed to donating 30% of Canva's equity to global causes.
Perkins' leadership focuses on empowering teams, solving real problems, and maintaining a purpose-driven vision. Her journey - from a teenager selling scarves to building a global design platform - offers lessons in resilience, humility, and long-term thinking.
Read on to discover how she overcame challenges, scaled Canva globally, and redefined leadership with a focus on accessibility and giving back.
Early Beginnings and Business Spirit
Perkins' Background and Early Influences
Melanie Perkins' entrepreneurial journey began in Perth, Australia. At just 14, she started her first business, selling handmade scarves at local markets and shops. This early foray into business left a deep impression on her, shaping her approach to entrepreneurship.
"I never forgot the freedom and excitement of being able to build a business."
This sense of freedom became a driving force in her career.
Beyond her entrepreneurial beginnings, figure skating played a key role in developing her character. Waking up at 4:30 a.m. daily for training taught her discipline and the importance of setting ambitious goals - and working tirelessly to achieve them.
While studying at the University of Western Australia, Perkins pursued a varied academic path, taking courses in Communications, Psychology, and Commerce. This broad foundation gave her valuable insights into both technical design challenges and human behaviour. During her time tutoring graphic design students, she noticed their frustration with overly complex software. However, when she introduced simple templates, their enthusiasm was evident. This observation planted a crucial idea: design tools could be powerful without being complicated - and they could be collaborative and online.
These early experiences, both in business and design, set the stage for her first major venture.
Fusion Books: The First Step to Canva
In 2007, at just 19 years old, Perkins left university to co-found Fusion Books with her boyfriend (now husband), Cliff Obrecht. The idea was simple yet impactful: create an online platform that allowed schools to design their yearbooks collaboratively, without needing advanced design skills. With a loan of A$50,000, they hired a software development company to build the platform’s first version.
The early days were anything but glamorous. Perkins and Obrecht ran Fusion Books out of her mother’s living room, handling everything themselves - from customer service to printing and delivering yearbooks to schools across Australia. Despite these humble beginnings, their hard work paid off. Starting with 16 schools, Fusion Books grew to serve over 100 institutions within three years. The platform even expanded internationally, reaching New Zealand and France, and became Australia’s largest yearbook publisher.
Fusion Books proved Perkins’ belief that design could be simplified for everyone. By making the process accessible, the platform showed that even those without a design background could create professional-quality work. This success became the foundation for Canva, validating her vision of making design easy and collaborative for all.
Making Design Available to Everyone: The Canva Story
Core Vision: Simple Design for All
Melanie Perkins' journey began with a simple yet transformative idea: design tools should be easy for everyone to use. Her early success with Fusion Books confirmed her suspicion that traditional design software was unnecessarily complicated. While her initial focus was on simplifying yearbook creation, she soon envisioned a platform that could empower anyone - regardless of skill level - to create stunning visual content with ease. Tools like Adobe Photoshop, though powerful, often alienated users with their steep learning curves. Perkins aimed to flip this narrative by creating a tool that was intuitive, collaborative, and accessible, much like other popular online platforms.
The rise of social media only strengthened her belief in the need for such a solution. People were increasingly looking for ways to create eye-catching images, posters, and infographics. For Perkins, success wasn’t just about having the most advanced features - it was about delivering a tool that anyone could pick up and use instantly.
Getting Past the Obstacles
Transforming this vision into reality, however, was anything but straightforward. One of the biggest challenges was convincing investors to back her idea. Many doubted the feasibility of competing with established giants like Adobe. Perkins faced over 100 investor rejections. Yet, she remained undeterred. Her determination became her driving force:
"I didn't take 'no' for an answer. I just kept going and kept fighting for the vision."
Perkins also encountered scepticism tied to her identity as a female founder, which added another layer of difficulty. However, she used these challenges as opportunities to refine her pitch, drawing on the early success of Fusion Books to build credibility. Her persistence eventually paid off, securing the funding needed to bring Canva to life. Even then, scaling the platform to serve millions while keeping it simple and user-friendly required constant effort and careful decision-making. This commitment to accessibility and innovation laid the foundation for Canva's rapid global growth.
Canva's Growth Around the World
When Canva launched, the response was overwhelming, surpassing Perkins' expectations. By 2024, the platform had reached extraordinary milestones. It boasted 185 million active users across 190 countries, with over 30 billion designs created - equating to roughly 38.5 million designs made daily. Impressively, more than 95% of Fortune 500 companies were using Canva.
This user growth was matched by financial success. By 2024, Canva had achieved a valuation of £20.5 billion and was generating annual recurring revenue of around £1.8 billion. Alongside this, Canva continued to evolve through strategic acquisitions and product development. In 2024, the company acquired Affinity, a UK-based professional design software firm, and made it freely available to schools and nonprofits. That same year, Canva purchased Leonardo.Ai, integrating artificial intelligence into its platform and launching Dream Lab to enhance its offerings. In May 2024, Canva also introduced Canva Enterprise, a subscription service designed specifically for large organisations.
These achievements reflect Perkins' unwavering leadership. While she celebrates each milestone, her focus remains on the bigger goal: making design accessible to everyone, everywhere.
Leadership Style and Communication
Leading with Humility and Clear Vision
In a world often driven by bold and assertive leadership, Melanie Perkins offers a refreshing alternative - leading with humility and a focus on team success. Her approach prioritises long-term thinking and collective achievements over personal accolades. A striking example of this ethos is the commitment made by Perkins and her co-founders to donate the majority of their wealth to charitable causes, highlighting a dedication to creating a positive impact over personal enrichment.
This humility fosters an environment where employees feel valued and empowered. Studies reveal that humble leaders inspire greater engagement, creativity, and overall performance. At Canva, this leadership style is reflected in tangible outcomes: the company boasts a Glassdoor rating of 4.4 out of 5, with 89% of employees recommending it as a workplace. Perkins also cultivates trust within the organisation by openly addressing challenges and taking accountability for setbacks. She describes her philosophy on alignment with a vivid analogy:
"If you're rowing in the same direction, you're able to move faster toward your goals: However, if you aren't all rowing in the same direction, it doesn't matter how much effort you exert – you're never going to make progress!"
This foundation of humility is complemented by Perkins' ability to inspire and align her teams through storytelling.
Using Stories to Lead and Align Teams
Perkins uses the power of storytelling to bring her teams together and keep them aligned, especially as Canva continues to grow. Rather than relying on dry corporate communications, she crafts narratives that resonate with her team, blending vision with the realities of the sacrifices required to achieve it. One example of this was Canva's decision to spend two years completely rebuilding its front-end platform. During this time, no new products or features were launched. Perkins framed this effort as "planting seeds" for future growth, helping her team see the bigger picture and understand how short-term sacrifices can lead to long-term rewards.
To ensure everyone is on the same page, Canva employs "vision decks" - engaging presentations that clearly outline the team’s goals. New employees also go through an onboarding programme that immerses them in Canva's story, values, and ways of working, ensuring they grasp the company’s narrative from the outset. Reflecting on Canva’s ambitions, Perkins shared:
"We have a very ambitious vision, and even bigger dreams and aspirations, so I think there will always be room to grow. As we enter the second decade of Canva, much, much more magic is definitely on the horizon!"
Building Canva's Team-First Culture
This shared vision is deeply intertwined with a culture that emphasises collective success over individual glory. Perkins describes Canva’s culture as a place where:
"Canva's culture is about creating a place where everyone loves coming to work, and where everyone is striving to do the best work of their lives and create the most outstanding product and company we can. This means we don't have any rules for the sake of having rules, we have high standards and we care about each other and enjoy hanging out together."
In 2016, Canva adopted a structure of small, self-managed teams, typically consisting of three to six members. These teams operate autonomously, setting their own goals and plans, which allows for agility while fostering close relationships and a sense of ownership. Perkins also champions continuous learning and skill development, encouraging collaboration across teams rather than rigidly adhering to job titles.
This commitment to shared success extends to tangible benefits. Canva provides all employees with stock options, collectively amounting to 5% of the company’s value - estimated at around £1.6 billion. Perkins ensures teams have the tools and resources they need, supported by clear vision documents and dynamic leadership. As she succinctly puts it:
"Being a leader means evolving"
With over 3,400 employees - fondly referred to as "Canvanauts" - Canva’s scale requires constant effort to maintain this team-first culture. The results speak volumes: Canva is now trusted by 85% of Fortune 500 companies, showcasing how a strong leadership culture can drive business success. This focus on collective achievement continues to fuel Canva’s mission to make design accessible for everyone.
Impact and Leadership Legacy
Global Reach and Recognition
Perkins has reshaped the global design landscape, steering Canva to become more than just a financial success. With over 220 million monthly active users, Canva operates in 190 countries and supports over 100 languages. These impressive numbers reflect its widespread adoption and acceptance, culminating in an estimated annual revenue of £800 million. This global success underscores the influence of Perkins' leadership philosophy in driving Canva's rise.
However, Perkins defines success differently from many of her contemporaries. Her dedication to philanthropy took centre stage in December 2021 when she and co-founder Cliff Obrecht joined The Giving Pledge, vowing to donate the majority of their wealth during their lifetimes. As she puts it:
"We have this wildly optimistic belief that there is enough money, goodwill, and good intentions in the world to solve most of the world's problems, and we want to spend our lifetime working towards that".
Lessons for Current and Future Leaders
Perkins' journey offers valuable insights for leaders navigating today's challenges. Her success highlights the importance of addressing real-world problems with straightforward solutions. Observing students struggle with overly complex design software - spending an entire semester just to locate basic tools - she reimagined the user experience from the ground up.
Her ability to turn rejection into motivation is another defining trait. Instead of viewing obstacles as failures, Perkins reframed them as opportunities to refine her vision. Her persistence, paired with a focus on creating genuine value, eventually silenced sceptics and proved her approach.
Empathy has also been central to her leadership style. Rather than catering exclusively to professional designers, Perkins prioritised the needs of teachers, small business owners, and everyday users - individuals who lacked formal design training but needed accessible tools.
Perhaps most strikingly, she has shown how purpose-driven leadership can create lasting advantages. By pledging 30% of Canva's equity - approximately £9.6 billion - to charitable causes, Perkins has demonstrated how aligning a company's mission with broader societal values can attract like-minded talent, customers, and partners.
A New Model for Modern Leadership
Perkins' leadership philosophy aligns closely with Canva's mission to make design accessible to all. She redefines success by focusing on collective impact rather than personal accolades. Her belief that "Innovation is not just about technology; it's about finding better ways to solve problems and improve lives" challenges leaders to rethink their role in creating value for society. This approach has prompted competitors in the design software industry to reconsider their own strategies around accessibility and user experience.
Her humility as a leader fosters collaboration and amplifies the contributions of her team. She advocates for hiring individuals who excel in their areas of expertise, stating that leaders should "hire people who are better than you at the thing you hire them to do". This mindset shifts the focus from individual achievement to collective success.
Perkins also emphasises shared humanity, reminding us that everyone has the potential to make a difference. Her belief that "Success is a journey, not a destination. Embrace the challenges, learn from failures, and celebrate every small victory" encapsulates her commitment to lifelong learning. This perspective has guided Canva's growth from a startup to a global platform, all while staying true to its mission of democratising design.
Through her example, Perkins illustrates that modern leaders can build thriving businesses without compromising their values. By empowering her team, prioritising purpose, and striving for positive change, she has shown that true success lies not in dominating markets, but in opening them up to include everyone.
Canva Founder Melanie Perkins Shares STORYTELLING TIPS
Conclusion
Canva’s journey offers a wealth of leadership lessons, reflecting the themes of vision, resilience, and collaboration.
Key Takeaways
Melanie Perkins' story reveals how a clear vision, paired with persistence, can transform industries. She identified the complexities of design as a barrier and reimagined it into a platform that millions now use with ease.
Her path also underscores the importance of resilience. Despite repeated rejections from investors and the challenges of scaling, Perkins consistently turned obstacles into opportunities. By focusing on long-term strategies, she steered Canva towards remarkable success.
What stands out most is her approach to leadership - one rooted in collaboration and empowerment. Perkins fostered a culture where creativity thrives, every voice matters, and risks are embraced without fear of failure. This team-first mindset, combined with strong ethical principles, has guided Canva through rapid growth while maintaining its core values. Today, the platform serves over 150 million monthly users and boasts 41% female representation - well above industry norms.
Final Thoughts
Perkins' journey challenges traditional ideas of leadership success. Instead of chasing personal accolades or market dominance, she has shown that purpose-driven leadership can create lasting societal value. Her method of encouraging teams to dream big and work systematically to achieve those dreams offers a practical model for leaders aiming to inspire meaningful change.
Her story also serves as a reminder that anyone, regardless of their starting point, has the potential to make a significant impact. From identifying a basic design problem to building a £32 billion company, Perkins has demonstrated the power of addressing real-world challenges.
For aspiring and current leaders, her example provides a refreshing alternative to ego-driven leadership. By prioritising team achievements, staying grounded, and upholding core values while scaling globally, Perkins has shown that effective leadership isn’t just about driving change - it’s about creating an environment where others can thrive and contribute to something greater. Her decision to donate the majority of her wealth further reinforces the idea that true leadership is measured not by personal gain but by empowering others and tackling societal challenges. This perspective cements her legacy as a leader who not only transformed design but also redefined what it means to lead with purpose and impact.
FAQs
How did Melanie Perkins' early life shape her vision for Canva?
Melanie Perkins' entrepreneurial story began in Perth, Australia, where she launched her first business at just 14 years old, selling handmade scarves. This early experience not only sparked her love for business but also taught her the importance of persistence and ingenuity.
During her university years, Perkins worked as a design software tutor, teaching tools like Adobe Photoshop. She quickly realised how complicated and intimidating these programs could be for beginners. This observation planted the seed for Canva - a platform designed to make graphic design straightforward and accessible to everyone. Her journey shaped her mission to make design available to all, tearing down obstacles and enabling people to unleash their creativity effortlessly.
What obstacles did Melanie Perkins face when starting Canva, and how did she overcome them?
Melanie Perkins encountered numerous obstacles when she set out to launch Canva, particularly when it came to securing funding and convincing sceptical investors. Over 100 venture capitalists turned down her pitch, doubting the demand for a straightforward, user-friendly design tool in a market dominated by complicated software. Yet, rather than being discouraged, Perkins used each rejection as an opportunity to refine her approach, showcasing remarkable perseverance. Her determination eventually caught the attention of investor Bill Tai, marking a turning point for Canva.
Creating a platform that balanced power with simplicity was another significant challenge. Perkins prioritised accessibility and designed Canva to be intuitive, ensuring that users of all skill levels could create professional-quality designs. Her clear vision and dedication to making design accessible to everyone became the driving force behind Canva’s transformation into a billion-pound enterprise.
How has Melanie Perkins' leadership style helped Canva achieve global success?
Melanie Perkins has played a key role in turning Canva into a globally recognised name. Her leadership style is rooted in a clear and ambitious vision: to make design accessible to everyone. She has cultivated a workplace culture that prioritises creativity, inclusivity, and collaboration. By encouraging her team to take initiative, think outside the box, and keep learning, she has shaped a company that thrives on collective achievement.
As Canva grows and evolves, Perkins adjusts her leadership approach to ensure the company remains innovative and responsive to shifting market needs. Her dedication to making design tools available to all has struck a chord worldwide, transforming Canva from a small Australian startup into a global design platform now valued at over £12 billion.