Purpose
Conference 2022
Strategy • Creative Direction • Experience Design • Marketing
Purpose Conference 2022 brought together over 700 delegates and featured 50 world-class presenters at Carriageworks in Sydney. As Australia’s premier conference on ethical, regenerative, and socially impactful business, Purpose has been a trailblazer in showcasing and celebrating the shift towards more conscientious business practices since 2015.
After a two-year hiatus, we were invited to relaunch the 2022 edition. While honouring the legacy of the brand, we also pushed new boundaries by curating inspiring programming, introducing immersive art activations, fostering life-changing connections, and setting new trends for the industry.
Objectives
Develop a distinct brand identity
Collaborate with Australian-based design duo We Buy Your Kids to create a bold and innovative 2022 brand creative. The goal was to establish a distinctive identity that resonated with a global audience of innovators and change-makers within the purpose-driven business industry.
Execute an omni-channel marketing strategy
Deliver a seamless and engaging experience by combining high-quality digital elements with traditional event design, captivating both online and onsite attendees. Leverage a bold marketing strategy—including social media, advertising, email campaigns, and thought leadership content—to achieve a 110% increase in attendance and foster meaningful participation from delegates, presenters, and partners.
Outcomes
Re-freshed and re-defined the Purpose brand identity
We updated the conference’s branding and communication strategy, aligning it with audience expectations. This resulted in increased attendance and reinforced its reputation as a leader in ethical business.
Delivered a world-class event that had real world impact.
Through strategic marketing, thoughtful design, and Sally Hill’s strong programming, we achieved higher attendance and engagement. Post event feedback from partners and delegates rating their overall experience at an average of 9.2/10 (World Class) and achieving a remarkable Net Promoter Score®.
Project Credits
Brand & marketing strategy, experience design, curation, creative programming
KATE HURST
Event Production
FRANK WILD
Performance & interactive art
UNITE PLAY PERFORM
Illustration
WE BUY YOUR KIDS
Animation & Motion Graphics
SEAN MARSH
