A few highlights
- Helped 29 clients who directly impacted 13 of the UN sustainable development goals with a particular focus on the Society, Poverty and Health goals.
- Provided $543,108 of discounts to our most impactful, for-purpose clients (a 58% increase YOY).
- We elevated the voice of responsible investing with a brand refresh and new Webflow website for the Responsible Investment Association Australasia (RIAA), with our amazing discount and a further $55,000 dollars of pro bono services.
- A diverse year of website builds with 6 Webflow sites: RIAA, Global Leadership Foundation, Orange Ninja, CPSN, Martin Builders, Envirotecture; and 5 Shopify stores: Merry People, Jasper Coffee, Curated with Conscience and Pixii
- Continued to support our clients with ongoing website optimisations for 7 websites;Â Merry People (Shopify eCom & , analytics & email automation to grow AU, NZ, US, CA and UK.), Jasper Coffee, The Sociable Weaver, Common Ground, ATEC, Studio Schools Australia (SSA), Beyond Zero Emissions (BZE), Chaulk, Curated with Conscience and Old Beechworth Gaol (OBG).
- Expanded our design capability in-house, delivering brand identities like CPSN, Envirotecture, Pixii, KOSI, Maine Wellness, Jasper Coffee, Global Leadership Foundation and Common Ground resources.Â
- Refined our AI position and Usage Policy: we see both its potential and its risks — so we’re using it carefully, ethically, and on our own terms.
- A wonderful meal shared with our team and partners at the end of 2024 to celebrate progress in our purpose to use business as a force for goodÂ
We worked with impactful organisations of all shapes, sizes and industries
We worked with an interesting mix of client partners from construction to fashion and disability services. We’ve continued to do what we love across research, brand and marketing, but we’ve also cranked up our skills in tech and website development. All up, we worked with 29 (we also did a teeny bit of work for 4 others) clients in 2024.
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Decision to double down on website and brandÂ
This past year, we had two clear focus areas
 1. Brand strategy and visual identity
2. Websites & eCom
We also invested heavily in how we build websites, particularly in Webflow.
Our team has been levelling up with all the latest platform features — including variable modes, shared component libraries, collection upgrades and live code previewing — allowing us to build faster and smarter. These updates mean we can spend more time refining UX, content, and design, while development becomes increasingly efficient.
We’ve also built a new shared component library, giving us (and our clients) a solid foundation to:
- Spin up new pages quickly with consistent design
- Adjust spacing, sizing, and colours instantly using CSS variables
- Maintain a cleaner, future-proofed site structure that scales easily
- Empower clients to make updates confidently without needing deep technical knowledge
It’s been a significant investment — which came at short-term impact to our bottom line — but it’s a strategic one. These improvements set us up to deliver better websites, more efficiently, while giving our clients more control and flexibility over their digital presence.
We consolidated CPSN’S three websites into one simplified Webflow website, handling the content, design, and build. Factoring in high levels of accessibility, SEO, conversion points and tracking
$543,108 in impact discounts delivered - and a rethink on how to keep it sustainable.
As part of our UN SDG framework, we offer discounted rates for high-impact clients through our Great (25% off) and Amazing (45% off) categories. Each year, we aim to balance these with a mix of around 10% base rate, 60% Great, and 30% Amazing across total revenue to stay financially sustainable.
This balance has generally worked out organically — but over the past 18 months, we’ve seen more clients than ever doing Amazing work, meaning we’ve exceeded our quota for the ‘Amazing’ impact discount category (and fallen below our base rate target). While we’re thrilled by the impact our clients are driving, it’s prompted us to review how we manage and report these discounts to ensure we can keep supporting purpose-driven work sustainable.
Additional $55,000 pro bono services for RIAAÂ
We delivered $55,000 in pro bono services (website and tech) to the Responsible Investment Association Australasia (RIAA) — the leading industry body in Australia and New Zealand dedicated to aligning investment capital with a healthy society, environment, and economy. We believe where you invest and how you use your money has a powerful impact on people and the planet. Their mission strongly aligns with our purpose of unlocking the potential of the new economy to leave behind a better world and we’re proud to support their work.
Balancing ambition with sustainability
Looking ahead, our plan is to direct a portion of our profits toward clean tech enterprises and charitable organisations tackling climate change. While we didn’t invest in impact businesses this year due to our financial position, we’ll revisit this goal next year. In hindsight, we may have been a little ambitious with our broader impact commitments — from discounts and cross-subsidies to pro bono work, donations, and impact investments — and this year provided a healthy reality check to help us recalibrate for long-term sustainability.
Strategy on a page
Our purpose is to unlock the potential of the new economy to leave behind a better world. We do this by combining curiosity, no-nonsense marketing, and transparent, lean operations. We ask the right questions, turn insights into action, and measure real-world impact. Our work spans brand, web, marketing, and impact strategy, all delivered with a focus on efficiency, accountability, and values. Through this approach, we create meaningful impact for our clients, our team, and the communities we serve.
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