Purpose Talent is a New York boutique consultancy that connects companies with creative individuals, with a particular emphasis on ensuring job fulfilment through meaningful work.

To create the company’s new identity, Copenhagen-based Studio Morfar aimed to capture this attitude via a joyful, jazz-inspired direction that is full of movement.

From the music-themed taglines (‘Find your rhythm’ and ‘Work to your own beat’) to the expressive type and colour palette, visual tropes of jazz and free-form expression run through the work.

“Jazz became a core visual theme,” says Morfar’s creative director Torsten Power. “It’s expressive, collaborative and there’s a rhythm and soul to it that mirrors how great teams work.”

Morfar commissioned illustrator Con McHugh to create the characters that are used throughout the campaign. McHugh also devised a suite of graphic squiggles and cut-outs, which add a dynamic element to his charming drawings, and even recorded himself dancing to inform some of the movements that feature in the animated elements.

The free-form nature of the work is complemented by characterful editorial-style lettering rendered in Taylor Penton’s Bea, alongside the use of Raleway as a secondary sans-serif font.

Purpose Talent founder Andrew Blancato’s experience in helping high-performing individuals find purpose-driven roles informed the overall direction of the identity, which moves beyond references to the office environment and into conveying the feelings associated with doing meaningful work.

studiomorfar.com