Purpose-Built’s Stand Against Cancer
Raising seed funding for the
Hey There Delilah Foundation
Goals
Raise 25k in seed funding for the Hey There Delilah Foundation through Events, Donations, Sponsorships, and Merchandise Sales
Metrics
Money raised
Sponsorships/Donations
Event Attendance
Scope
Campaign Messaging/Copy, Branding
Pitch Deck
Event Marketing Collateral (Multiple events)
Campaign Branding and Marketing Collateral
Context
Purpose-Built Trade Co. is a workwear and lifestyle brand with a mission to strengthen trades and communities, focusing on the physical, mental, and commercial well-being of its people and businesses.
Each year, they partner with a cancer organization to raise awareness and funds. This year, they chose to support the Hey There Delilah Foundation, aiming to help the foundation establish a web and brand presence.
Approach
While Purpose-Built’s core audience is primarily male, there is significant potential to engage the family market, as their audience values family and community. The Hey There Delilah Foundation, however, primarily connects with women and families.
The campaign approach centered on creating messaging and visuals that resonate with both groups, balancing Purpose-Built’s brand with a family-focused message to effectively engage a wider audience.
The Pitch Deck
Using the content and information provided (which was a great starting point) it was important to establish a story and pacing through the deck through design and messaging to keep the viewer engaged and drawn to the mission.
What we started with
The Finished Deck
From the pitch deck presentation, Purpose-Built was able to get direct donations and sponsorships from their partners at Dickies, Keen Boots, Thorogood, and Spy Optics.
The Campaign
Campaign Web Page
Social Media
Purpose-Builts Branded Events
Revved Up For a Cause
To maintain the event's original branding while aligning with the cancer campaign's message, I created a suite of assets that struck a balance between both identities.
