PURPOSE

Purpose recently underwent an internal rebranding, the refreshed design system reflects the diversity of Purpose’s team and the wide-ranging issue areas we champion. With an expanded color palette, bold typography, and a dynamic grid system. As part of this transformation, I worked on developing the Purpose brand book, ensuring that the new visual identity extended cohesively beyond the website. This involved refining key design elements, creating a structured yet flexible system, and defining how the updated aesthetics translate across various brand touchpoints. My responsibilities included co-developing the structure and flow of the brand book to ensure it was both intuitive and adaptable. I contributed to refining key visual elements, ensuring they maintained consistency while allowing flexibility for diverse use cases. A significant portion of my role involved exploring a variety of layout styles—experimenting with typographic hierarchy, grid arrangements, and visual pacing—to find solutions that balanced aesthetic appeal with practical utility. Team: Creative Direction: Gabrielle Choo Creative Direction: Samya Ghosh Visual Design: Diego Justino Brand Book & Design Strategy: Manpreet Matharu Project Manager: Clare Dimmock