Business of Purpose is a community of purpose-driven professionals across a range of industries, people who care about business but are looking for something deeper in it. The site they had wasn't doing them justice: the navigation was disorganised, and the visuals had little to do with what the brand was actually about.
The job was to redesign the site and rebuild the visual identity behind it, and just as much to fix how the information itself was organised, since none of it had been easy to find before. The direction leaned into softer, more illustrative visuals that reflected the community's empathy and communicative spirit.
Information got reorganised into a card-based layout, built to be clear and quick to take in without losing anything in the process.