Creative with a conscience

We're a creative agency partnering with nonprofits, public institutions, and responsible brands to communicate complex issues through incisive branding, marketing, and communications that move people to action.

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Trusted by organizations doing important work.

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A collection of black and white logo images from organizations, including The Body Shop, CARE, World Animal Protection, Oxfam, and others. 
About Us

Intents & Purposes was founded on the belief that creative influence carries responsibility.

We combine strategic rigour, creative ambition, and ethical practice to find the most compelling expression of the truth, rather than the easiest.

Our services

  • Close-up of a woman wearing a blue headscarf, with a background of a rural area. Overlay text states 'Women earn 23%', with the Oxfam Canada logo.

    Creative Strategy

    We help organizations find clarity around audience, messaging, and purpose so every decision has a stronger foundation.

    Creative Strategy Services
  • A promotional graphic for CarbonRun featuring a split design with a mountain river landscape on the right and an abstract blue wave pattern on the left. The right side includes text, 'The force of rivers as a force for change,' with a blue 'Learn More' button and a circular caption stating, 'The freshwater solution to climate change.' The CarbonRun logo, a stylized wave, appears twice.

    Branding & Identity

    We develop brand identities that bring strategy to life through visual and voice systems that are memorable, meaningful, and built to last.

    Branding & Identity Services
  • Illustration of a dog wearing a vest with 'CNIB' on it, holding a yellow balloon, crossing at a pedestrian crosswalk in an urban park area with trees and buildings in the background.

    Content Marketing

    We create content that builds trust, deepens engagement, and supports emotional connections with the audiences that matter.

    Content Marketing Services
  • Electric vehicle charging station parking lot with murals encouraging electric vehicles and sustainability, including a message saying "You're a changemaker too. Be a part of our legacy in store."

    Copywriting

    We craft values-led, clear, and effective copy that helps organizations communicate their value, build trust, and inspire action.

    Copywriting Services
  • Three posters for the 'Survivor's Art Project' in Rochester, NY, dated April 3rd, 2026. The posters feature large, bold text with the phrase 'This art' repeatedly, in different colors: teal, dark blue, and orange. A person walking in front of the posters is blurred.

    Graphic design

    We create breakthrough visual communications that help organizations connect with audiences through work that is powerful, accessible, and purposeful.

    Graphic Design Services
  • Open book showing pages with overlapping blue circles and text reading 'Chapter One Personal Actions'.

    Advisory

    Kelly Small supports leaders, creatives, and organizations as they navigate questions about ethics, communications, and creative practice.

    Creative Consulting & Brand Advisory
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Close-up of a smiling person with short hair, wearing large black-and-clear eyeglasses, against a dark gray background.

Photo by Julie Riemersma

Meet the founder

Award-winning creative director, designer, author, and founder of Intents & Purposes, Kelly Small helps organizations develop high-performing creative rooted in ethics, inclusion, and impact.

Author of the bestselling The Conscious Creative, Kelly’s work spans global brands and nonprofits, and their research has been recognized with a Governor General’s Gold Medal.

Meet Kelly

Read The Conscious Creative

The conscious creative practical ethics for purposeful work published by house of anansi a white book with a blue and orange venn diagram by Kelly Small

Photo by Counterprint Books UK

The Conscious Creative is Kelly Small's internationally recognized book exploring how ethics, responsibility, and creative excellence can strengthen the work we put into the world.

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“We have benefited greatly from their addition to the team…a dynamic crew who bring energy, innovation and integrity to the table while often exceeding on key campaign results. I couldn't recommend them more strongly.”

— Beth Sharpe, Communications Director for World Animal Protection

Frequently asked questions.

  • Intents & Purposes is a Canadian creative agency based in Toronto, partnering with nonprofits, agencies, and purpose-led brands across branding, marketing, and communications. Intents & Purposes works across North America.

  • Intents & Purposes offers branding, campaign development, communications, and strategic advisory. Work can include positioning, messaging, creative direction, fundraising creative, integrated campaigns, content, and brand expression across channels.

  • Yes. Intents & Purposes works with nonprofits, charities, and other mission-driven organizations looking for thoughtful, effective creative rooted in strategy, ethics, and impact.

  • Intents & Purposes partners with nonprofits, cultural organizations, agencies, institutions, and purpose-led brands. The common thread is a commitment to meaningful work and a high bar for creative quality.

  • Intents & Purposes brings bespoke teams, strategy, ethics, and creative judgment together. The work is designed to look strong, perform well, and to reflect deeper care around representation, accessibility, trust, and long-term impact.

  • Get in touch through the contact page with a few details about your organization, goals, timeline, and scope. From there, we can recommend the right next step.

Let’s make work
that matters.

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