Purposyn
Realign Your Brand. Rediscover Your Purpose.
Client: Purposefully Selected (Internal Rebrand)
Industry: Brand & Design Agency
Service: Complete Brand Strategy & Identity Evolution
Purposefully Selected had built brand equity since 2021, but the founders realized their brand no longer matched their actual expertise. What started as general branding services had evolved into specialized ecosystem work for multi-venture entrepreneurs—and their identity needed to catch up.
The Snapshot
THE CHALLENGE
The name "Purposefully Selected" created practical and business problems. At networking events, it was a tongue twister that people couldn't pronounce or remember—a critical issue for referral-based business growth. More importantly, potential clients were confused about what services were actually offered, leading to misaligned inquiries and lost opportunities with ideal ecosystem clients.
OUR PROCESS
Founders Kristen and Jeremy Bryant led a comprehensive process to clarify services, target audience, and market focus. They had outgrown the original name but didn't want to lose existing recognition. Through research and exploration, they discovered that their core work was about bringing "purpose in" everything—from every design decision to every client partnership to every direction.
THE RESULT
The rebrand solved immediate practical problems while enabling future growth. "Purposyn" is easier to pronounce and remember at networking events, while the ecosystem focus attracts mission-aligned inquiries from multi-venture entrepreneurs. The name evolution also creates space for their own business ecosystem expansion, demonstrating the thinking they now help clients achieve.
The Solution
Leveling Up
The new name "Purposyn" (pronounced "purpose in") maintains phonetic connection to the original while solving pronunciation issues and clarifying focus. The rebrand repositioned them from general design services to ecosystem specialists, with messaging that evolved from "every element, every decision, every client is purposefully selected" to "there is purposyn everything we do."
DELIVERABLES
Company Rename
Brand Strategy
Logo Suite
Brand Style Guide
Business Card Designs
Website
Social Media
Internal Documents
On-Going
KEY INSIGHT
This rebrand demonstrates that sometimes the most powerful brand evolution maintains equity while solving practical problems. By keeping phonetic similarity and visual elements while clarifying focus, Purposyn preserved recognition while enabling growth—exactly the ecosystem thinking they now help clients achieve.
