Purpose for Profit
Client Overview
Purpose for Profit is the world’s first on-chain endowment and tokenized credit fund for Environmental Social Governance (ESG) initiatives. Committed to addressing the U.S. affordable housing crisis, Purpose for Profit provides low-interest loans to businesses building sustainable communities and diverse housing options. The Purpose to Profit mission is to leverage blockchain to drive positive economic change for a greener, more inclusive world.
The Challenge
Purpose for Profit’s initial website was visually overwhelming, with bold, out-of-context images and colours that didn’t align with the brand’s values or establish the credibility and trust essential to their mission.
The design lacked cohesive direction, making it difficult for users to quickly grasp the organization’s purpose.
Tasked with refining the site within a tight 20-hour timeframe, we focused on creating a credible, impactful online presence to support marketing efforts and investor readiness.
Building a Cohesive & Impactful Experience
With the strategy in place, the design execution focused on translating these principles into specific actions and tangible results:
- Refined Colour Palette: The original magenta-purple was updated to a deeper violet, blending blue (trust) and purple (innovation) to align with Purpose for Profit’s mission. This refreshed colour scheme, with cool blue and white backgrounds and black text, achieved a cohesive, modern look.
- Relevant Photography: Images were curated to consistently reflect the brand’s values, replacing visuals that lacked alignment with the project’s mission.
- Streamlined Visual Elements: Overwhelming design components, such as wave backgrounds and gradients, were removed. A subtle dot grid pattern was retained to reference themes of finance and blockchain, creating a clean and focused aesthetic.
- Typography Selection: Inter was retained for its modern and accessible style, reinforcing the brand’s credibility while offering a clear visual hierarchy. Its versatility ensured content was engaging and easy to navigate.
- Improved Information Architecture: Navigation was simplified, with the “Community” page renamed to “News” as a hub for updates and thought leadership, providing clarity for users.
- Refined Copy and Calls to Action: Collaborating with the CEO, content was tailored to support the organization’s mission. Strategic calls to action, such as "Learn More," "Join Our Community," and "Donate Now," were placed to guide users toward meaningful engagement.
Impact & Results
This project highlights the power of strategic design and thoughtful refinement in achieving significant results without a full redesign—particularly within tight time constraints.
In just 20 hours, we transformed Purpose for Profit’s website into a polished and cohesive digital platform aligned with their mission of driving impact. The refined design not only established trust and credibility but also provided a strong foundation for marketing efforts and investor readiness, enabling the organization to confidently showcase their vision and initiatives.
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