Purpose by AK Website Redesign
Website & Brand Identity for a Global Music PR agency
A more visual home for Purpose by AK’s artists, campaigns, and global team.
Scope of work
Website Design
Creative Direction & Copywriting
PR Agency Market Research
Client
Purpose by AK
The Challenge: A More Visual Website for a Global Music PR Agency
When CarmelloVision first worked with Purpose by AK, the agency was already building relationships with major artists and delivering campaigns across the music industry. What it needed was a digital home: somewhere a new contact could quickly understand who the team worked with, see its credibility, and get in touch.
We built a one-page website to do exactly that. It brought the agency’s artists, press, services, and testimonials into a focused introduction that was easy to share after a meeting or through social media.
As Purpose by AK grew, so did the story it needed to tell. More artists, more campaigns, and a team working across four continents meant the work deserved more than a quick overview. The challenge was to expand the site while keeping the energy and immediacy that made the first one impactful.
An overview of various pages, all unified with a brand look.
A More Visual Direction
Music and live events are experienced before they’re explained. We wanted the new website to work the same way.
The redesign puts artists, campaign imagery, and the agency’s work closer to the front of the experience. Rather than asking visitors to read through a long introduction, the site gives them an immediate sense of the people and projects Purpose by AK is connected to.
The site establishes one of Purpose by AK’s closest collaborations, James Hype. We wanted to bring the site visitor on an actual journey it’s like to work with AK’s team, taking them backstage at Tomorrowland at a James Hype set. After this quick introduction, moving into some stats of total campaign impressions to earned media value, along with influencer coverage of James.
Going further down the page, one can experience all of the pillars Purpose by AK operates in. Dedicated pages let visitors explore their work, look through press placements, understand its services, and meet the team behind the campaigns along with testimonials.
Together, those pages make it easier for an artist, brand, or potential partner to find the proof that matters to them.
An animation appears when scrolling down the page, where the visitor experiences metrics.
Building on the First Site
The original website was built to answer a simple question: Can this agency deliver? The new site can show more of the answer.
The visual direction brings the scale of Purpose by AK’s network forward, while the expanded structure makes that story easier to explore. Press coverage demonstrates reach. Project imagery shows the work in context. Team profiles put faces to an agency operating across different markets.
Each element has a job, but the goal is the same: help someone arriving through a referral, an artist’s page, or a festival connection understand what Purpose by AK can bring to a project.
A Case Study on Shaq, AKA DJ Diesel. A pop out playlist also appears at the footer to enjoy music while experiencing the site.
The Outcome
Purpose by AK now has a website that reflects the agency it has become. It gives the team a stronger way to introduce itself, a place to show the breadth of its work, and a foundation it can continue to build on as new campaigns take shape.
The first site gave Purpose by AK a home. This update gives the work a stage to amplify the experience with the world.
CarmelloVision is a Tokyo-based digital partner for companies expanding between Japan and global markets. Founder Shane Allen combines cross-cultural UX strategy, design execution, and over a decade of experience working inside Japanese and global teams to help brands navigate unfamiliar markets and build meaningful connections across cultures.
