Live Design Tutorial: How to Build a Purpose-Driven Brand

Sunny Bonnell and Ashleigh Hansberger, co-founders of the award-winning branding firm Motto, will present a one-hour live design tutorial that discusses their purpose-driven branding philosophy.

In “How to Build a Purpose-Driven Brand,” Sunny and Ashleigh will share their approach to purpose-driven branding, and how they have used their unique point of view to build Motto. Webinar attendees will get an in-depth look at the process of building a world-class brand by taking you through a recent comprehensive branding project.


500pxPurposeDrivenBrand2Live Design Tutorial: How to Build a Purpose-Driven Brand

Building a World-Class Brand Using Your Clients Most Meaningful Asset: Their Purpose

By Sunny Bonnell and Ashleigh Hansberger

When: February 19, 2014
Time: 1:00 PM – 2:00 PM Eastern (1 hour)

Register now!


At Motto, Sunny and Ashleigh help visionary entrepreneurs and companies build inspiring purpose driven brands using their most powerful asset: their purpose. They are notorious for their unorthodox leadership style, inspiring point of view, and purpose-driven positioning approach. Their work been featured in design and business publications including Forbes, AMEX, MSN Business, CBS News, Inc. 30 Under 30, HOW, PRINT, The Dieline, and most recently GDUSA’s “25 Creatives to Watch in 2014.”

Ashleigh and Sunny say that branding is a process of self-discovery — to uncover the one meaningful idea at the center of a company that makes it rise above. Branding is the deliberate effort you make to help your clients say, “This is who I am” to the world. It’s the process of defining, shaping and influencing — both strategically and creatively — the purpose, story and meaning of a brand that the audience should experience.

Their tutorial will show participants why articulating purpose matters for businesses and clients, how to create a more unique point of view via purpose-driven branding, why reliance on market research can lead to mediocrity, and more! Sunny and Ashleigh will discuss everything designers need to do to help clients through the branding process.

Who should attend:

  • Freelancers
  • Designers looking for more meaning
  • Studios, small shops, design firms
  • Anyone interested in starting a design business

Here’s a glimpse of my Q&A with Ashleigh and Sunny about their drive to inspire others to pursue their passions through purpose-driven branding. View the full Q&A at!

Can you explain the meaning and value of purpose-driven branding as the basis for your work at Motto? How does it “turn businesses into a force for good”?

Sunny: Having a deeper sense of purpose is the greatest of all human needs. We all want our work to have meaning, and to feel like we’re doing what we’re passionate about and what we were born to do. A company that is driven by its purpose knows what it stands for, what it believes in, and why it exists. Purpose serves as a guiding light – shining on everything in its path.

Ashleigh: Companies who lead with their purpose understand that the currency we trade is emotion. Purpose-driven businesses work to restore the good in the world and fully embrace the values they stand for. We’re here to help our clients align these internal truths with their external brand, so it can make the difference it was born to make.

Want more? Check out my full Q&A with Sunny and Ashleigh over at

Don’t forget to register for their live design tutorial “How to Build a Purpose-Driven Brand” at!