FEATURED CLIENT
PURPLE STORYBrand discovery
Tone of voice
Creative
Brand book
Critical thinking
Ongoing support
PURPLE STORY started as a one-woman consultancy in 2019, founded by Karen Turton (KT), helping businesses improve commercial performance through their people.
In the early days, it was just KT—working directly with businesses to develop their leadership teams.
It worked. The business grew. The client list grew.
By 2022, the business had real momentum. A growing team, bigger clients, and more opportunity. But the brand lacked structure and consistency.
Karen knew the brand had to ‘grow up’. She invited pitches.
I got the gig because, in her words, I just ‘got it’.
Challenge
They had a logo. There was a vision and plenty of personality. But there was no clear framework.
- No defined brand
- Inconsistent messaging
- Nothing solid to build from
What they needed wasn’t just a redesign.
They needed clarity.
This wasn’t just about making Purple Story look great. It was also about getting clear on who they are, and building everything around it to create a brand.
Approach
We started with some creative quick wins.
Then in 2023 we went back to basics and did it properly.
Through a structured discovery process, we defined:
- Their WHY
- A clear personality
- A tone of voice
It clicked immediately. From there, I developed the creative and built The Purple Way—their brand book.
It’s still the foundation today, and guides the expressionof the brand at every touchpoint.
And because the team are being consistent with these brand principles, the growth and loyalty is following.
Solution
- A clear brand strategy (WHY, personality, tone of voice)
- A distinctive identity built around brand archetypes
- A bold visual style
- A tone of voice with clear guardrails
- A full brand book to guide the business
- Ongoing support across brand, sales, ops, web, socials… and loads more!
Impact
The biggest shift was clarity.
The business now knows exactly who it is—and shows up consistently because of it.
- Stronger, more confident proposals (winning major “household name” clients)
- A recognisable brand that stands out in the real world
- Consistency across every touchpoint
The brand now does some of the work for them, getting recognised wherever they go, and getting enquiries and sales as a result!
And commercially, the business has grownby double-digit growth in the years following the brand discovery project.
But just as importantly:
- The brand is trusted
- The team is aligned
- The message is clear
Consistency has been key. The brand has stayed true—and that’s what has built loyalty.
The business now knows exactly who it is, and shows up consistently because of it.
Partnership
This wasn’t a one-off project.
I’ve continued to work with Purple Story on a retained basis—supporting everything from brand development and creative to wider business thinking.
I’m not just brought in to “do the brand stuff”. I’m part of the team.
I sit within the senior leadership conversations, contribute to strategic direction, and help shape how the business shows up and grows.
That’s quite unusual for a freelancer—but it’s exactly how I like to work.
Because the best results don’t come from dipping in and out. They come from being properly embedded.
I’m still working with KT and the team today—and I’m incredibly proud of it.
(I’ve got the Purple Hoodie to prove it, and the 2024 CEO’s Award 
)
And I help Purple Story work with leading brands, including…
