The team at Purpose approached me to spearhead their new digital transformation effort which included a revamped website, and digital strategy.

Purpose is a powerhouse in the social impact sector, and their new digital presence needed to reflect that. Moving into the execution phase, I anchored the design around three non-negotiables:

Amplify the Impact: Put the work front and center through highly visual, deep-dive case study architectures.

Humanize the Brand: Design spaces that genuinely celebrate the diverse, global team driving the campaigns.

Own the Rebrand: Translate their fresh visual identity into a modern, intuitive interface that cuts through the noise of a crowded sector.

Before touching a single pixel, I partnered with the Purpose team to diagnose their digital presence: the brand's storytelling was getting lost behind a fragmented visual language and clunky navigation.

Through a deep discovery phase, I redefined the brand language into a cohesive system built on confident, oversized typography, a bold palette of electric blue, lime green, vibrant orange and soft lilac, and a dynamic grid that pairs full-bleed photography with punchy colour blocks.

I translated that strategic foundation into high-fidelity prototypes, working in lockstep with the internal design team to ensure the new identity system carried consistently across all touchpoints - from the creative guidelines document through to digital experiences.

Key metrics and takeaways:

36% Increased footfall to the website compared to Q3 2023

46% increase in mobile traffic

24% increase in conversions

🚀 Check out the live website here: https://www.purpose.com/