case studies > ON Purpose

ON Purpose

After years of helping organizations define their mission, vision, and values, the team behind ON Purpose saw how often those ideas stayed on walls instead of shaping everyday life. Created alongside Doing Good Works and O’Neil Printing, ON Purpose was built to help people and organizations live and lead with greater intentionality through storytelling, experiences, conversations, and community.

Industry

Products and Services

Capabilities

StrategyArtificial IntelligenceDigital and SocialBrandingWebsitesVideo and MotionExperiences

Services Provided

  • Messaging Strategy

  • Brand Positioning

  • Brand Identity

  • Online Brand Guide

  • Website Strategy and Design

  • UX/UI Development

  • Social Media Strategy

  • AI Strategy and Integration

  • Presentation Design

  • Environmental Graphics

  • Event Branding

  • Campaign Development

  • Content Strategy

  • Email Marketing

Project Overview

Challenges

  • Creating clarity around a growing movement without losing authenticity

  • Building a flexible brand system that could support events, content, partnerships, and community experiences

  • Developing messaging that felt hopeful and inspiring without sounding corporate or performative

  • Creating a digital experience that encouraged participation, reflection, and action

  • Helping audiences understand that ON Purpose was not simply a campaign or event series, but an ongoing commitment to living intentionally

Solutions

  • A brand narrative and messaging platform

  • A visual identity system designed to feel human, optimistic, and inviting

  • A scalable website experience built to support storytelling, resources, events, and community growth

  • Social and digital content systems for ongoing engagement

  • Presentation and communication tools to support partnerships and activation

  • A foundation for AI-supported storytelling and future community experiences

Results

  • Stronger alignment between leadership vision and public perception

  • A scalable digital ecosystem capable of supporting future growth and community engagement

  • Consistency across presentations, events, social media, and marketing materials

  • An emotional connection between the ON Purpose mission and its growing audience

  • A living platform people could actively participate in.

An Organizational Pivot

The ON Purpose project represented more than a branding exercise. It reflected a broader shift happening inside organizations and communities everywhere as people increasingly look for meaning, alignment, and authenticity in the places they work, the brands they support, and the communities they join.

Rooted in years of purpose-driven and B Corp leadership, ON Purpose was created to help organizations turn mission, vision, and values into everyday action.

Rule29 helped shape a system that could hold both inspiration and practicality, encouraging people not just to talk about purpose, but to operationalize it in leadership, creativity, relationships, and everyday decision-making.

The strategy intentionally balanced emotional storytelling with scalable infrastructure so the movement could grow without losing the humanity at its core.

ON Purpose logo in a white circle stacked on concentric color circles

At its heart, ON Purpose is about alignment.

Alignment between values and action, leadership and culture, and what organizations say and what people actually experience. That philosophy influenced every part of the brand experience. From the visual identity and website to the tone of voice and event experiences, the system was designed to feel approachable, thoughtful, and deeply human. The work also reflected Rule29’s long-standing belief that creativity is most powerful when it creates measurable impact, not just attention.

Built to Live Beyond One Place

ON Purpose was designed to meet people wherever they are. Not confined to a single platform, event, or experience, the brand was intentionally built to extend across conversations, digital experiences, social content, gatherings, print, partnerships, and everyday moments of reflection and action.

The identity system, messaging, and overall experience were created to feel flexible, approachable, and deeply human, allowing ON Purpose to show up consistently while still adapting naturally to different audiences, environments, and opportunities for connection.

Two stacked mugs, one black and one white, both with ON Purpose logo, against a green background with abstract arrow patterns
ON Purpose pins on a canvas bag

At the center of ON Purpose is a belief that purpose is not something you talk about once.

"We believe business should be a place of purpose, impacting individual development, community, and cultural impact. ON Purpose exists to make that real, not someday, but every day."

Simon Beltran

CEO, O'Neil Printing

ON Purpose Website

The ON Purpose website was designed to feel less like a traditional website and more like an invitation. The experience was built to create space for connection, learning, and action while helping visitors better understand the heart behind the movement.

Through thoughtful storytelling, colorful visuals, and clear pathways for engagement, the platform brings together conversations, resources, gatherings, and community in a way that feels approachable, human, and deeply intentional. Every part of the experience was designed to reinforce the core belief that purpose is not something reserved for someday. It is something we choose to live every day.

View Website
ON Purpose website on a laptop surrounded by icons
Three phones displaying the ON Purpose website against a blue background.
Different ON Purpose website pages in an angled grid on a blue background

ON Purpose was created as a framework to help people and organizations activate purpose through the way they live, lead, create, connect, and show up every day.

4

engagement tiers designed to help individuals and organizations activate purpose at the level that fits them best.

40%

lower employee turnover in organizations where people feel connected to purpose.

2.5×

higher employee engagement in purpose-driven organizations.

Is your brand looking to lead with purpose?

The strongest brands today are not simply selling products or services. They are creating trust, connection, alignment, and impact through the way they show up every day. ON Purpose was built to help organizations move beyond statements and activate purpose in ways that shape culture, leadership, creativity, communication, and community. Because when purpose becomes actionable, it becomes transformational.

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