Purpose Project
Building a scalable voice + tone system for a growing education platform
Engaged as the team prepared to scale content across platforms
Content + messaging strategy | Voice + tone system
Overview
How we helped Purpose Project create a cohesive, scalable brand voice
About Purpose Project
Purpose Project is an immersive digital curriculum that brings purpose to life for youth and young adults. Designed for educators and school administrators, it translates big, often abstract ideas into practical, research-backed experiences used in real classroom settings.
The challenge
As the organization began to scale, its content grew inconsistent across channels. The founder’s voice didn’t translate cleanly, and messaging became harder to extend without direct involvement. The challenge wasn’t just consistency. It was preserving emotional depth without becoming overly saccharine or vague as the brand grew.
Approach + solution
We approached this engagement as a systems problem, not a copy problem.
We audited existing website and social content, then led brand workshops with the founder to clarify the emotional range, boundaries, and priorities of the voice including what it should express and what it should avoid.
From there, we developed a practical voice and tone guide designed for everyday use across web, social, email, and thought leadership. To support adoption, we applied the system directly through a website refresh and sample social campaigns.
Impact + results
Creating clarity that supports growth
Our work laid the foundation for more consistent, confident, and scalable content. Instead of relying on instinct or ad-hoc decisions, the team gained a shared system they could apply across every channel.
Reduced founder bottleneck
Faster
content decisions
Built
to
scale
Shared
brand
voice
A clear, cohesive voice helped Purpose Project communicate its value with confidence, build trust with educators, and expand into new content formats without friction.
The deliverables
A voice and tone guide designed to scale
The guide included:
Clear voice attributes and tone principles
Guadrails to prevent drift as content expanded
Do / don’t examples that reduced guesswork
Platform-specific guidance for web, social, email, and thought leadership
Rather than a static reference, the guide became a working tool the team continued to use as the brand evolved.
“Their attention to detail and commitment to quality truly stood out. We’ve already recommended them to others.”
— Minnie Bredouw, Executive DirectorReady for a voice that scale’s with you?
Let’s create a system your team can use tomorrow.