Looking at the past to build the future of Purpose
Over the years parts of the Purpose brand had established themselves as foundational elements, creating a connection between each Purpose event. The stacked Purpose copy with sketchy underline, the combination of Proxima Nova and Georgia Italic as the primary fonts - these elements are at the heart of the Purpose brand. When creating the style guide for 2018 these features remained unchanged for familiarity and consistency.
Sally Hill, co-founder of Purpose, curates the program for the event based on topics and themes that evolve year on year. It was her vision that the main suite of graphics change annually to reflect the themes of that year. 2018 themes included 'The Ethics of Exponential Tech', 'Mental Health and Human Well-being' and 'Systems Change and the New Economy'
Another consideration for the brand was drawing a stronger link between Wildwon and Purpose. Research in this area had showed that many attendees were unaware that this was Wildwon's flagship event. The solution involved creating more similarities between the two brands and linking them in our social media campaigns. Visually, uniting the brands involved including the same cream base colour, using the same typeface families and more frequently using the 'crafted by Wildwon' logo on Purpose branded items for cross-promotion.
Social Media Campaign
Extending the reach of Purpose
In 2018 we accelerated our social media marketing campaign exponentially on previous years. With major headline speakers Paul Hawken (Environmentalist and Author of 'Drawndown: The most comprehensive plan ever proposed to reverse global warming') and Rachel Botsman (Author 'Who Can You Trust?') confirmed, I created custom graphics to promote the conference and all of our amazing speakers across Facebook, Linkedin, Twitter and Instagram.
Elements and textures of the four illustrations that made up this years brand were used in a variety of different ways throughout the campaign, with animations being used for the first time across all platforms.