Case study
Purpose Project
Building a durable content system for an evolving education platform
Content strategy
Content marketing
The challenge
Purpose Project is a digital curriculum that helps youth and young adults explore purpose in practical, research-backed ways. Designed for educators and school administrators, it translates abstract concepts like meaning, values, and direction into tools that work in real classrooms.
As Purpose Project grew, its content fragmented. Messaging varied across channels, the founder's voice was hard to scale, and emotional depth often slipped into vagueness. Content audits revealed inconsistent language and unclear emotional boundaries, educators and staff interpreted the voice differently, and the founder remained a bottleneck for messaging decisions.
Impact
Content became more consistent, scalable, and autonomous:
75% less founder involvement in content decisions
2x faster content decisions across product and marketing teams
40% reduction in revisions for internal team content
What we did
We partnered with the founder and stakeholders across product, design, and delivery to build a system that could scale across contributors over time.
Our approach: Treat this as a systems design problem, not a set of copy fixes. Prioritize durability and clarity over cleverness, providing shared frameworks the team could apply across every existing channel and expand into new formats without friction.
Key deliverables:
Flexible voice and tone system adaptable across all channels, from website copy and social posts to curriculum content and newsletters
Refreshed website and social campaigns around social-emotional classroom activities and student spotlights
Selected work
Voice and tone framework: Created a decision-focused guide emphasizing clarity, consistency, and adaptability that reduced founder involvement
Website refresh: Applied the voice system to clarify messaging and emotional boundaries across all web touch points
Social campaigns: Launched consistent social-emotional learning activities campaigns and student spotlights
Ready for a voice that expands with you?
Let’s create a system your team can use tomorrow.