Point of Purpose: writing the book that helps brands find meaning in what they do.

Project Type


Purpose is at the core of successful brands. This book explores how purposeful brands attract top employees, seduce customers, and fuel profit. Design Minded was asked to help write this book, providing insights to help modern leaders hone their relationship with purpose.

Design Minded worked hand-in-hand with the client, Norwegian business leader Bård Annweiler and the team at Mission, to articulate concepts covered within this book. The scope included research, writing, and editing. This was a rewarding project with a great team of collaborators.

This book has received international recognition. Bård Annweiler and the team at Mission (client) have been invited to speak to esteemed audiences at FUSE Conferences, Nordic Business Forum, and FutureBoards Summit, among others.

We help bold brands and smart startups achieve their creative potential.

We’re a design company that specializes in thoughtful approaches to brand-building. We unite verbal with visual expression—words and design—for a cohesive look and feel across all touchpoints.

Every client benefits from an understanding of objectives and a special level of personal attention. The result is branding and collateral that’s powerful, delivering the right message at the right time.

We’re small. This lets us work closely with stakeholders for heightened attention on things that matter. No #agencylife. Just smart people digging deep to give your brand the love it deserves.

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