Full Scope Brand Identity
On Purpose Project
In collaboration with Christy Kern, Facilitator, Coach, and Curriculum Designer
The Challenge
On Purpose Project helps leaders and teams break through gridlock, engage in meaningful collaboration, and unlock their collective intelligence. While their facilitation work was transformative, their brand identity lacked the warmth, depth, and boldness of their approach. They needed a visual system that captured their ability to surface wisdom, create purposeful spaces, and guide organizations through critical decisions.
The Approach
Inspired by patterns of wisdom found in nature: crystals, mycelial networks, and a compass, the new identity needed to balance structure with organic movement. The kaleidoscopic mark reflects transformation, interconnectedness, and the emergence of clarity from complexity. The typography reinforces this duality: a custom, sophisticated serif for "On Purpose" paired with a modern, structured sans-serif for "PROJECT," creating a sense of both depth and forward motion.
The Solution:
Together developed a visual identity and strategic foundation that captures Christy’s unique approach: one rooted in deep listening, intentional gathering, and collaborative wisdom.
Key Brand Elements:
Visual Language
Through brand strategy and creative direction process, we landed on the visual metaphor: A kaleidoscope—disparate parts forming a beautiful, coherent whole. Like Christy’s facilitation, the brand embraces multiplicity, reflection, and transformation.
Logo Design
A refined, geometric mark inspired by compasses, unearthed gems, and kaleidoscopic symmetry—evoking direction, discovery, and layered insight. This was pared with a custom wordmark.
Typography & Color Palette
A literary-meets-modern pairing of Newsreader and Cabinet Grotesk, with a grounded, natural palette of Forrest Floor, Amethyst, Coral, and Gold
Custom Patterns & Iconography
A set of patterns reflecting the A system of icons built from simple geometric forms, reflecting the same core principle: collective complexity made coherent
Brand Guidelines
Comprehensive guide for identity system usage.
