Dominic Price joins Be Luminous to drive people led change – IT Brief Australia

Dominic Price, Atlassian's former "work futurist", has joined Sydney-based boutique advisory Be Luminous as a Partner. The appointment expands the firm's senior team as it targets organisations managing workforce change alongside major technology programmes.
Price spent more than a decade at Atlassian, joining when the software company had about 600 employees. He held a senior role as Atlassian grew to more than 16,000 staff globally. Price is also a TedX speaker and has advised ASX-listed companies and global brands on growth, disruption and workforce change.
Be Luminous was founded by former PwC partners Lawrence Goldstone and Justin Homer, along with Sumathi Murthy and Maureen Connolly. It positions itself as a specialist advisory focused on organisational transformation and people-related change.
People focus
The hire adds a high-profile future-of-work figure to a firm that argues many organisations spend heavily on technology but less on leadership, culture and ways of working. Price's move comes as companies review operating models, including hybrid working, skills development, and the implications of automation and artificial intelligence in day-to-day roles.
Goldstone said Price's experience scaling a global technology business matched the firm's approach to transformation. "Dom has seen transformation at global scale. He understands first-hand that technology only delivers value when people, leadership and ways of working evolve alongside it. That belief is completely aligned with how we work," he said.
Price said corporate change programs often stumble for reasons other than the tools themselves. His work will focus on human capability and leadership in transformation efforts, including AI adoption, growth, restructuring and reinvention.
Growth claims
The hire is part of a broader expansion plan. Be Luminous described itself as "fast growing" and said it has doubled revenue every quarter for almost two years. It did not disclose revenue, profitability, or the size of its client contracts.
It also said it has built a team of more than 20 specialists across strategy, transformation, leadership, communications, design thinking and behavioural science, using a flexible model that combines employees and strategic associates.
Clients span aviation, telecommunications, healthcare, energy, mining, insurance and retail, according to the firm. It said it typically works with organisations at inflection points, including growth phases, disruption and shifts in strategic direction.
Boutique model
Be Luminous positions itself as part of a shift towards smaller advisory firms staffed by senior practitioners. It said it operates an "ecosystem model" that brings specialists into engagements as needed, while partners remain accountable for outcomes.
Goldstone said the firm was created as an alternative to established consulting approaches, combining advisory work with agency and design thinking practices. "We established Be Luminous to challenge traditional consulting models. We combine advisory, agency and design thinking, working alongside clients to co-design and deliver change that lasts. Our work spans cultural transformation, employee engagement, strategic alignment, leadership and enterprise-wide change programs delivered at scale," he said.
The move reflects continued demand for workforce and change management expertise as organisations pursue technology-led programmes while facing skills constraints and labour market shifts. Advisory firms have been building practices around operating model redesign, leadership development and employee engagement to support adoption of new platforms and processes.
Be Luminous said it plans to grow nationally and "selectively internationally" and expects to add more partners under what it described as an ownership-led growth model. "Our ambition is simple. We're building the go-to firm for organisations that want to unlock the potential of their people. If organisations are comfortable with inertia, we're not the right partner for them. We are here to deliver real transformation as opposed to incremental change," Goldstone said.

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