DIGITAL TRANSFORMATION AGENCY

Michael Craig had just finished high school and was fascinated by computers. He started building websites for local businesses, and after successfully launching the first website for Freedom Marine, he realized there was a growing demand. That moment was a clue—so in April 1997, Clue Design was officially founded in Fremantle, Western Australia. The business quickly gained momentum, and many of Clue’s early clients still remain today.

Before content management systems (CMS) were even a thing, Clue was ahead of the curve. The team developed Clue Web Control, a revolutionary platform that allowed clients to update their websites without needing a developer. To push things further, Clue Web Control evolved into a cloud-based extension, allowing clients to manage their sites remotely—something unheard of at the time. Around this period, Clue also started optimizing websites for search engines, focusing on AltaVista, the leading search engine before Google took over the web.

The Dot Com Bubble burst in March 2000, wiping out thousands of online businesses. Despite the collapse of many digital agencies, Clue managed to not just survive, but grow. The company expanded into real estate, betting platforms, and agriculture software, helping clients navigate an uncertain digital landscape. Around this time, Michael moved operations to a home office in Claremont, allowing the business to remain agile and focused on innovation. Meanwhile, Google started gaining traction, shifting how websites would be optimized moving forward.

With a growing client base, Clue moved to a dedicated office in South Perth and expanded its team. The company became a Microsoft Certified Partner, solidifying its credibility as a leader in web development and digital strategy. During this time, Clue was responsible for building some of Australia’s most high-traffic websites, including London Gold Exchange, which processed an astounding $22 million in monthly transactions, and Heatseeker, which ranked in the top 10 most-visited sites in Australia at the time.

As the internet landscape evolved, Clue shifted focus toward performance marketing, combining SEO, PPC, and web analytics to drive measurable results. At a time when Facebook was just launching on US college campuses, Clue was already helping businesses grow their online presence in a way that would become the foundation of modern digital marketing.

As Clue’s proprietary CMS platform matured, the company officially rebranded Clue Web Control to Mintox CMS in 2009, laying the foundation for what is now Mintox Classic. This was a pivotal step in evolving Clue’s software offering, enabling businesses to fully manage and scale their websites with custom-built tools. Around this time, Clue also developed high-performing eCommerce platforms for industries spanning hospitality, retail, and healthcare.

Clue expanded internationally, setting up an offshore development team in Indonesia & India to support growing client demand. The company also gained industry recognition, winning both the Australian Web Awards and a Webby Award for HIF’s eCommerce site, despite never formally entering. This period cemented Clue’s reputation as a leader in both software development and digital marketing.

To further scale operations, Clue established a dedicated SEO and digital marketing team in the, Philippines, allowing the agency to expand its global client base. At the same time, Michael founded PT Mintox Indonesia, a software investment business focused on development and innovation. Clue’s work spanned national brands across health, retail, and the resource sector, further solidifying its international presence.

In 2015, Michael founded Dojo Bali, one of the top 10 coworking spaces in the world, creating a thriving community that attracted over 20,000 remote workers from around the globe. Dojo quickly became a hub for tech startups, remote teams, and business owners, blending the Bali lifestyle with a highly connected digital economy. Many of Clue team members worked from Bali, and Clue regularly hosted retreats and strategy meetings in Bali, embracing a flexible and global approach to work.

With a growing team and an expanded service offering, Clue relocated from Mill Point Road to a larger headquarters on Charles Street, South Perth. This move marked a significant milestone in Clue’s journey as the agency took on more high-growth digital marketing, SaaS, and eCommerce projects.

Clue officially dropped “Design” from its name, rebranding as Clue to better reflect its broader capabilities beyond web design. At the same time, the agency began rebuilding Mintox Classic into Mintox Work OS, an advanced SaaS platform for businesses. This shift positioned Clue as both a digital agency and a software company, blending custom development with marketing expertise. In celebration of this evolution, the entire Clue team went on a retreat to Bali.

The COVID-19 pandemic shook businesses worldwide, but Clue’s clients saw some of their best sales months ever, thanks to eCommerce growth and strong brand experiences. The shift to online shopping and digital-first business strategies accelerated, proving the importance of Clue’s work.

After a decade overseas and starting a family, Michael returned to Perth to take Clue into its next phase. With a renewed focus on AI, digital transformation, and SaaS development, Clue continues to scale businesses through eCommerce, digital strategy, and software innovation. The hybrid approach between agency work and SaaS remains central to Clue’s vision, ensuring businesses stay ahead in an AI-driven digital landscape.

Clue is driving massive eCommerce success for clients, delivering an avg of 9x return on investment through cutting-edge digital strategy and AI-driven marketing. The agency continues to lead digital transformation for companies like Master Plumbers, Create Amore, and HIF, ensuring they stay at the forefront of an evolving digital landscape.

After nearly 28 years in business, Clue is bringing together decades of learning to drive success for clients in an increasingly fast-paced digital world. The focus is sharper than ever—leveraging the Mintox platform to deliver custom solutions and large-scale digital transformations. With technology evolving at an unprecedented rate, Clue continues to adapt and innovate, ensuring businesses stay ahead in a landscape where agility and innovation are more critical than ever.