Work that wins on purpose.

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Who We Are

We’re a multidisciplinary team bringing together brand and creative strategy, content and copywriting, design, and advisory.

We help organizations find clarity, shape powerful ideas, and bring them to life through thoughtful, human-crafted work that delivers on its promises.

This is our purpose in practice.

We craft creative with a conscience. That means thinking beyond vanity metrics and aesthetics to work shaped by intentionality, emotion, ethics, and impact. It also means being mindful about how the work gets made: through co-creation, care, inclusivity, and a rigorous creative process grounded in respect for the communities, stories, and people behind it.

Meet Founder and Principal Creative Director, Kelly Small.

Kelly Small is an award-winning creative director, author, and strategist known for building bold, ethically grounded creative that connects deeply and drives real impact. As Founder and Principal Creative Director of Intents & Purposes, Kelly partners with nonprofits, public institutions, and purpose-driven organizations to shape brands, campaigns, and experiences rooted in strategy, craft, and social responsibility.

Before founding Intents & Purposes, Kelly spent years in advertising and marketing leading nationally recognized campaigns and brand work that reached millions of Canadians. The studio itself grew from a deeper ethical reckoning with an industry often driven more by consumption than consequence, and a belief that creative work can be both ambitious and ethically responsible.

Kelly is the author of The Conscious Creative, a widely recognized book on ethics in the creative industries. Their research into ethical creative practice, sustainability, and social impact earned the Governor General’s Gold Medal following completion of a Master of Design at Emily Carr University of Art and Design.

Their work and perspectives have been featured by CBC, The Globe and Mail, and Applied Arts. Kelly has served as a juror for organizations including The One Show and the Marketing Awards, and has contributed through mentorship, teaching, and community leadership with organizations including The ArQuives, George Brown Polytechnic, OCAD University, RGD, and Emily Carr University of Art and Design.

Connect with Kelly

Core Services.

  • Brand strategy

  • Creative Strategy

  • Copywriting

  • Content Marketing

  • Graphic Design

  • Advisory & Coaching

Guiding Values.

  • Curiosity first and always

  • Equity for all stakeholders

  • Responsibility to people and planet

  • Respect for diverse ways of knowing

  • Solidarity with marginalized peoples

  • Reflection for growth

Why I&P?

We bring big agency talent, networks, and the chops to bring any idea you can dream to life. We do this with the heart and commitment of a small, independent studio.

We guide our clients through insight-driven, culturally relevant, and creatively fulfilling projects that exceed expectations, grow brands, and leave the world a little better than we found it.

“Kelly listens to learn, they compress complexity into simplicity, prefer collaboration to conflict, and then present brilliant creative solutions that are on brand and attention worthy.”

— Tony Chapman, Inductee, Marketing Hall of Legends, Top-rated podcast host, International speaker

Let’s make something meaningful together.

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