Creating the Purpose Brand

Purpose Worldwide partnered with artist and illustrator Hanna Barczyk, Pentagram partner DJ Stout and designers Roxy Torres and Jeffrey Wolverton, designer Chat Clussman and musician Erin Ivey to define our brand identity and website. Collaborating with these creative geniuses was a special and rewarding experience. Our goal was to help anyone interested in partnering with us to discover what they’re curious about in an easy and inspiring way. The brand is something we could not have brought to life as well on our own!

About the Creators

“Hanna Barczyk, an editorial Illustrator, translates delicate emotions into universal truths” —Communication Arts Magazine 2015/Fresh Feature

Hanna Barczyk is the artist and illustrator behind the original illustrations throughout our website. Hanna creates conceptual illustrations for major publications, including The New York Times, The Washington Post, The Wall Street Journal, The Boston Globe and The Los Angeles Times. Inspired by her family’s Hungarian folk-art traditions, vintage Polish film posters, German Expressionism, memories, love, music, movement and a passion for dance, Hanna often illustrates emotionally driven solutions that are bold, conceptual and delicate at the same time. Hanna combines a variety of media, including pen and ink, acrylic paint, woodblock and digital. Hanna’s work has been recognized by the Society of Illustrators, American Illustration, Creative Quarterly and 3×3 (Magazine of Contemporary Illustration). She has also received the Melville White Award and Honorable Mention from 3×3 Magazine and has been the subject of a feature in Communication Arts Magazine.

Pentagram is the world’s largest independently owned designstudio. The studio’s work encompasses graphics and identity, architecture and interiors, products and packaging, exhibitions and installations, websites and digital experiences, advertising and communications. We are grateful for the vision and creative work partner DJ Stout and designers Roxy Torres and Jeffrey Wolverton delivered as they developed our brand identity. We love it all, from the logo and word mark to the colors, art choices and fonts. It feels like “us.”

Chat Clussman designed our website. Chat is a humble and talented creative director who primarily works with small and early-stage startups, helping them with all things branding, marketing and web design. Recent work includes Impact Dyslexia, Kungfu.AI, Green Energy Exchange and Visual Pun.

Erin Ivey, who scored the music featured in Purpose’s brand identity video, has no shortage of critical fans. Erin has been described as “queen of Austin singer songwriters” (, “pure, unadulterated magic“ (DrunkenWerewolf, UK) and much more. Over the years, her releases have garnered numerous Top 10 and Album of the Year recognitions, the Grand Prize in the Discoveries Songwriting Contest, regular Critics’ Pick at SXSW Music Festival and a seat on the Recording Academy at the GRAMMY Festival at Sea, alongside Heart, Emmylou Harris, and Shawn Colvin. Members of the The CMO ClubeMarketer and IAB will also remember Erin from her performances at annual SXSW events hosted by the clubs. When we asked Erin to select the music for our brand identity video, we were thrilled she suggested some of her own.

The team at Purpose loves design, art and music. We also love liner notes! Consider this blog the liner notes of our brand. Thank you, Hanna, DJ, Roxy, Jeffrey, Chat and Erin! Your creativity inspires us.