Purpose Festival
Creating a brand and experience for a new community of purpose-driven business.
Creative Direction · Brand Identity · Web Design · Experience Design
Wildwon Projects · Sydney · 2015
Purpose Festival was a new two-day conference bringing together purpose-driven businesses, entrepreneurs and change-makers to explore how business can create positive social and environmental impact. An initiative of our agency, Wildwon Projects, the festival was created as a platform to connect and foster Australia’s growing community of organisations working in this space.
The Challenge
As the inaugural festival, Purpose had no existing brand or visual language to build from. The challenge was to establish a distinctive identity that could make a new event feel credible and inspirational, while creating a flexible foundation that could evolve over time.
But the challenge extended beyond creating a brand. Purpose was intended to bring people together around a shared belief that business could be a force for positive change. The design therefore needed to help turn a conference into a community and an experience, creating opportunities for connection, conversation and participation before, during and beyond the event.
The Approach
As Creative Lead, I developed the overall creative direction and visual identity, building a flexible system around storytelling, creativity, nature, community and human connection.
The project was a highly collaborative effort, working alongside the wider Wildwon team across strategy, content, experience design, production and development. My role was to establish the creative vision and visual language, and lead its application across the full brand and event experience.
The identity was designed to evoke energy, playful curiosity and possibility, extending seamlessly across digital, print and physical environments. I also contributed to shaping the attendee journey, from registration, through to the two-day event, using details such as personalised laser-cut name tags and nature-inspired symbols and sounds to create moments of interaction and connection.
My role: Creative direction · Visual identity · Brand system · Website visual & UX direction · Digital, print & environmental design · Event creative rollout
The final experience was the result of a collective effort, with individual contributions credited across the relevant areas of the project.
The Outcome
The resulting identity became more than a visual brand, it became a tool for shaping the atmosphere, behaviour and experience of the festival. It helped establish Purpose as a new event while creating a distinctive and adaptable foundation for the future.
Attendee experience rating: 9.43 / 10
