Creative Strategy and Execution
Context
Purpose-Built was gaining traction with their charity golf tournament, a cornerstone of their cancer campaign. After a successful off-season partnership with The Big Silence, they brought me in to shape the branding and messaging for the next one. Around the same time, To Write Love on Her Arms pitched a marathon to raise mental health awareness, creating an opportunity to connect the events under one scalable campaign.
Approach
Research into mental health challenges within the trades—particularly the role of isolation and the stigma around asking for help—led to the creation of HeadStrong, an annual campaign designed to root Purpose-Built’s brand in mental health advocacy for the trades community. I developed the campaign identity, tagline (“Built to Face the Hard Stuff – Together.”), and initial narrative, then focused on building a pitch deck to secure buy-in from stakeholders and sponsors.
The deck introduced the HeadStrong concept, connected it to Purpose-Built’s mission, outlined activation opportunities, and demonstrated the potential for long-term growth through repeatable events.
Headstrong is our annual campaign to raise awareness and take action on mental health—especially among men, who often suffer in silence.
Through every golf swing, every step in the 5K, and every story shared, we’re shining a light on what it means to be strong and who we show up for.
Key Deliverable: Pitch Deck
Story-driven structure linking mental health in the trades to Purpose-Built’s community mission.
Clear visual identity integrating campaign colors, logo, and typography.
Sections designed for sponsor impact: audience insights, projected reach, sponsorship tiers, and ROI.
Scalability plan for future events under the HeadStrong banner.
Tee-Up for a Purpose
Charity Golf Tournament
Context
As the flagship event under the new HeadStrong campaign, the Tee-Up for a Purpose Charity Golf Tournament aimed to unite the trades community around mental health awareness and support. Purpose-Built wanted to expand on the success of previous tournaments by increasing participation, securing new sponsors, and deepening its connection to the cause.
Approach
I positioned the tournament as both a community gathering and a key driver of Purpose-Built’s mental health advocacy. Building on the HeadStrong identity, I created event branding, developed multi-channel assets, and designed a dedicated event webpage to guide participants, sponsors, and vendors through every step of the process.
The strategy centered on meeting audiences where they were—on the golf course, in-store, and online—while telling a consistent story about the impact of their participation. A strong sponsorship pitch, paired with digital and in-person touchpoints, ensured the tournament would deliver both awareness and measurable results.
Goals
Increase tournament registrations by 35% compared to the previous year.
Secure 3–5 new sponsors, growing sponsorship revenue by 20%.
Achieve 100k+ impressions through social and email promotion.
Strengthen community perception of Purpose-Built as a champion for mental health in the trades.
Assets/Tactics
Event Branding: Tee-Up for a Purpose logo lock-up and graphic system, extending HeadStrong’s visual language.
Webpage: Public event page with registration, rules, timeline, and sponsor visibility.
Sponsorship Package: Polished PDF outlining tiers, benefits, and community impact.
In-Store Materials: Posters, flyers, and counter cards to reach customers offline.
Digital Campaign Assets: Email banners, social graphics, and story templates.
On-Course Signage: Branded hole signs, sponsor boards, and event day collateral.
Event Landing Pages
Sponsor Landing Page
Created a dedicated sponsor portal outlining opportunities, benefits, and impact. Provided clear tier comparisons, downloadable resources, and a direct contact path to convert interest into commitments.
Event Landing Page
Designed a public-facing event page to guide participants through registration, event details, rules, and schedule. Optimized for clarity and conversion, with a streamlined user flow from awareness to sign-up.
Social Posts
Designed a full suite of social assets to promote the tournament from announcement to event day, including teasers, ongoing campaign posts, sponsor spotlights, and editable templates for the Purpose-Built team to keep content fresh and on-brand.
