Want to know how big Canva is? Then, go to your freelancer friend and ask them what getting a Canva subscription has brought to their life. Canva is a platform that quietly and powerfully emerged with a bold mission: to democratise design and make creativity accessible to everyone, regardless of their technical expertise. This platform is none other than Canva. Today, Canva is synonymous with user-friendly design, empowering individuals and businesses worldwide to create visually stunning content. However, its journey from a modest startup to a global design powerhouse is a story of vision, persistence, and innovation.
A Vision Born from Frustration
The inception of Canva can be traced back to 2006 in Perth, Australia, where Melanie Perkins, a university student, was teaching design software to her peers. She quickly realised that many students found platforms like Adobe’s Creative Suite and Microsoft Publisher frustrating and difficult to use. These programs had steep learning curves, meaning that people without design experience had to spend significant time mastering the basics.
Most users wanted to create visually appealing content without becoming professional graphic designers. This frustration gave birth to a revolutionary idea in Perkins’ mind: what if there was a way to simplify design, making it accessible to everyone, regardless of their skill level? Perkins envisioned a platform where anyone could create beautiful designs using intuitive tools without navigating complex software. Little did she know that this idea would spark the creation of Canva, a platform that would transform the design world.
Fusion Books – The First Step
Before Canva, Perkins and her future co-founder (and now fiancé) Cliff Obrecht launched their first venture, Fusion Books, in 2007. Fusion Books was an online platform that allowed students to design and create school yearbooks using a drag-and-drop interface. This simplified approach to design resonated with users, and Fusion Books quickly gained popularity in Australia.
Operating Fusion Books out of Perkins’ mother’s living room, the duo ran a lean operation with a hands-on approach to every aspect of the business. The success of Fusion Books provided proof of concept for their larger dream of creating a comprehensive design platform that could be used by anyone for any purpose.
Struggles on the Road to Success
Despite the localised success of Fusion Books, Perkins and Obrecht knew that they needed more than passion and an innovative idea to scale their vision globally. They needed substantial funding, but the tech scene in Australia was relatively small at the time, making it difficult to secure investors. Over several years, Perkins pitched her idea to more than 100 investors, but she was met with rejection after rejection. Some believed her vision was too ambitious, while others thought giants like Adobe and Microsoft already dominated the market.
However, Perkins remained undeterred. She was convinced that there was a massive gap in the market for an easy-to-use design platform, and she refused to give up on her vision. Her persistence eventually paid off when she connected with Silicon Valley investor Bill Tai in 2010 during a conference in Perth. Tai was intrigued by Perkins’ concept, but instead of a formal business pitch, he invited her to join his MaiTai kitesurfing retreat—a unique networking event for entrepreneurs and investors.
Despite having no experience in kitesurfing, Perkins seized the opportunity to network with potential investors. Her determination and perseverance paid off, and through Tai, she met Lars Rasmussen, co-founder of Google Maps, and Cameron Adams, a former Google engineer. Adams eventually joined the Canva team as Chief Product Officer, forming a core leadership team to drive the platform’s development.
Securing Funding and Building the Dream Team
With Adams on board and Rasmussen offering guidance, the Canva team began working on turning their vision into reality. In 2012, after five years of hard work, countless setbacks, and continuous refinement of their pitch, Perkins and her team secured their first round of funding. They raised $1.5 million from investors, and the Australian government matched the investment to help keep the homegrown startup within the country.
With the funding secured, the team officially launched Canva in 2013. Their mission was simple but revolutionary: to create a design tool that anyone could use to produce professional-quality designs with ease. The platform’s drag-and-drop interface, combined with a vast library of templates, fonts, and images, made it accessible to users with varying levels of design experience.
First Success and Global Growth
Canva’s launch was met with enthusiastic reception. Its simplicity was its strength—users could create everything from social media posts and marketing materials to presentations and resumes without hiring a designer or purchasing expensive software. This accessibility was a game-changer, especially for small businesses, non-profits, and independent creators who lacked the resources to invest in high-priced design tools.
Canva’s freemium model, which allowed users to access basic features for free and offered premium options for advanced users, further propelled its popularity. By 2015, Canva had amassed over 4 million users and a valuation of $165 million. The platform wasn’t just attracting individuals, it was also becoming a valuable tool for businesses of all sizes. Canva’s collaborative features enabled teams to work together on designs from different locations, making it a precursor to the remote work revolution that would become essential years later.
Expanding the Ecosystem
As Canva’s user base grew, so did its ambitions. The platform began evolving beyond a simple design tool into a full-fledged design ecosystem. In addition to templates and design elements, Canva introduced advanced features like Canva Pro, offering tools tailored for businesses, including brand kits, custom templates, and expanded export options. Canva for Enterprise provided solutions for larger organizations, allowing them to create consistent branding across all their marketing materials.
Recognizing the diverse needs of its user base, Canva also launched specialized products like Canva for Education and Canva for Nonprofits, ensuring that its platform could cater to different sectors. These initiatives were aimed at empowering educators, students, and non-profit organizations with powerful design tools, often at discounted or no cost.
Key Acquisitions and Product Expansions
Canva didn’t stop expanding its internal capabilities, it also sought to enhance its offerings through strategic acquisitions. In 2019, Canva acquired Pixabay and Pexels, two popular platforms for free stock images, significantly enriching its image library and improving the user experience. This move gave Canva users access to a vast collection of high-quality images, further simplifying the design process.
The platform also began integrating with third-party applications such as Google Drive, Dropbox, and social media platforms, allowing users to streamline their workflow by easily importing and exporting content. Canva’s ability to offer a seamless, all-in-one design solution made it the go-to platform for individuals and businesses alike.
The Rise of a Design Giant
By 2021, Canva had evolved into a design behemoth, boasting over 60 million monthly users in 190 countries. The company was valued at over $25 billion, and its user-friendly interface, vast template library, and innovative features made it a leader in the design industry. Canva’s success was driven by its commitment to simplicity, which allowed even non-designers to create professional-quality content.
One of Canva’s key innovations was integrating artificial intelligence (AI) into the platform. AI-powered features like smart design suggestions and Background Remover made the design process more streamlined and intuitive. These advanced features, combined with Canva’s commitment to accessibility, ensured that the platform remained at the forefront of design technology.
Canva’s Culture of Creativity and Inclusivity
At the heart of Canva’s success is its strong company culture, which emphasizes creativity, inclusivity, and collaboration. Perkins and her team are passionate about fostering an environment where new ideas are encouraged, and creativity thrives. This culture extends beyond the internal team and is reflected in the product itself—Canva is designed to be a platform where users can express themselves freely and collaborate effortlessly.
Canva’s focus on inclusivity has also significantly impacted its growth. The platform’s freemium model allows users from all walks of life to access powerful design tools, regardless of their financial resources. This democratization of design has made Canva a favourite among freelancers, small business owners, and creatives worldwide.
Present Day and the Future of Canva
Canva has cemented itself as a design industry leader, and it is used by over 85% of Fortune 500 companies. From video editing to social media scheduling, Canva is constantly innovating to meet its users’ evolving needs. The company is valued at $40 billion in 2024 and has a growing team of over 3,500 employees spread across multiple global offices, including Sydney, Manila, and Beijing.
Looking ahead, Canva’s future appears incredibly bright. The platform continuously evolves, with new features and products being introduced regularly. Its commitment to empowering creativity and making design accessible to all ensures that Canva will remain at the forefront of the design world for years to come.
A Legacy in the Making
Melanie Perkins’ journey from a frustrated university student to the CEO of a multi-billion-dollar company is a testament to the power of perseverance, innovation, and a clear vision. Through Canva, Perkins has disrupted the design industry and created a platform that empowers millions of people to bring their ideas to life.
As Canva continues to grow and innovate, this is the beginning of an enduring legacy in the design world. The platform’s ability to democratise design and bridge the gap between professionals and novices is what sets it apart, and it will undoubtedly continue to shape the future of creativity for generations to come.
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