![Ethē](https://www.twine.net/signin

Mandatory and voluntary safety standards for AI are coming to Australia, and Ethē was built to guide organisations through compliance with new regulations.

With a fast timeline to launch and secure investor confidence, the brand needed to be distinctive and immediate.

I developed the visual style and logomark around the idea of technology conforming to humanity, using a palette of earthy browns and bright green to stand apart from competitors. Alongside the core identity, I created a design system, supporting graphics, and a responsive microsite to support the private beta.

The result was a brand that was fast to execute yet strong enough to carry a new product into the market, giving Ethē a platform that could stand out, attract investors, and grow with future development.

[jacktmurphy.com/projects/ethe](https://www.twine.net/signin

![MashApp](https://www.twine.net/signin

Instagram made us photographers. TikTok made us filmmakers. But there was still no platform that made music production feel fun, accessible, and shareable.

As UI/UX lead, I worked with the founder to turn his vision into a product. Designing the core interface, colour palette, typography, and a design system developers could run with. From MVP through beta to public release, I refined flows, extended functionality, and built core experiences like playback, discovery, and user profiles.

I also guided creative direction across the product, balancing playful interactions with practical structure, and shaping every layer of the interface to make producing music feel as intuitive and expressive as capturing a photo or shooting a video.

[jacktmurphy.com/projects/mashapp](https://www.twine.net/signin

![True North](https://www.twine.net/signin

In partnership with Spotify, Emirates wanted to connect music discovery with travel. The result was True North: a web experience that recommended travel destinations by comparing user’s listening history with global trends from top cities around the world.

As Creative Director at Hydric, I pitched the concept, which lead to the campaign and shaped the entire experience from wireframes to implementation. Working with our engineering team, we build a custom recommendation and matching engine that formed the backbone of the experience.

True North became Spotify’s most successful Australian integrated campaign, generating more than 23 million impressions in its first month.

[jacktmurphy.com/projects/true-north](https://www.twine.net/signin

![Artiphon Connect](https://www.twine.net/signin

The Artiphon Connect companion app for the Orba 2 lets users explore hundreds of sounds, change keys, and sample anything to create songs that are uniquely theirs.

My role was to lead the redesign of the existing app—elevating its experience to match the ambition of the instrument itself.

My team and I produced extensive wireframes, mapped new features alongside the tech team, and delivered a fully clickable prototype. The visual design was then refreshed end-to-end with new hero and system iconography, and a modernised aesthetic that gave the app clarity and character.

The engagement culminated in a detailed, responsive design system and cross-platform component library for the Artiphon team to implement. Alongside new functionality, I ensured the app remained backwards compatible with the previous Orba model.

[jacktmurphy.com/projects/artiphon-connect](https://www.twine.net/signin

![Horatio](https://www.twine.net/signin

Actors at every stage of their career are often required to learn scripts and prepare auditions with incredible short turnarounds. It’s easy enough to learn lines by yourself, but to properly prepare a scene it requires another person to act opposite. Many actors hold down day jobs and have busy personal lives, so finding other actors to rehearse with can be difficult or even impossible.

Horatio is a tool that is intended to give actors the flexibility and freedom to rehearse with the intensity of a real scene partner, whenever they need.

[jacktmurphy.com/projects/horatio](https://www.twine.net/signin

![Evoke Music](https://www.twine.net/signin

Evoke Music is a web-based marketplace for content creators, agencies, applications and OTT media services to discover and download licensed audio produced by Amadeus Code artificial intelligence.

[jacktmurphy.com/projects/evoke-music](https://www.twine.net/signin