Purpose
Conference 2022
Strategy • Creative Direction • Experience Design • Marketing
Purpose Conference 2022 brought together world-class presenters and changemakers at Carriageworks in Sydney. As Australia’s leading conference on ethical, regenerative and socially impactful business, Purpose has been at the forefront of showcasing and accelerating the shift towards more conscientious business practices since 2015.
Following a two-year hiatus, Kate was engaged to help relaunch the 2022 edition. The project honoured the brand’s legacy while pushing new boundaries through curated programming, immersive art activations and experiences designed to foster meaningful connections and set new standards for the industry.
Objectives
Developing a Distinct Brand Identity
Kate collaborated with Australian design duo We Buy Your Kids to create bold and innovative brand creative for the 2022 edition. The goal was to establish a distinctive identity that resonated with a global audience of innovators and change-makers within the purpose-driven business community.
Executing an Omni-Channel Marketing Strategy
A seamless and engaging experience was delivered by integrating high-quality digital content with traditional event design, captivating both online and onsite attendees. A bold, multi-channel marketing approach — including social media, advertising, email campaigns and thought leadership content — contributed to a 110% increase in attendance and fostered meaningful participation from delegates, presenters and partners.
Outcomes
Refreshed and Re-defined the Purpose Brand Identity
The conference’s brand and communication strategy were updated to align with audience expectations and the evolving purpose-led business landscape. The result was increased attendance and a stronger reputation for Purpose as a leader in ethical and regenerative business.
Delivering a World-Class Event with Real-World Impact
Through strategic marketing, thoughtful design and Sally Hill’s strong programming, the event achieved higher attendance and deeper engagement. Post-event feedback reflected outstanding results, with partners and delegates rating their experience an average of 9.2 out of 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
