CARE Canada names Intents & Purposes as Creative Agency of Record

CARE Canada has selected Intents & Purposes as its Creative Agency of Record following a national search. Beginning in 2026, the partnership will focus on evolving CARE Canada’s brand, including a brand refresh, identity strategy, and ongoing creative support.

Led by founder and Principal Creative Director Kelly Small, with strategic leadership from Tina Fernandez, Intents & Purposes brings a senior, purpose-driven approach grounded in strategic insight, ethical rigour, and craft-forward creative. The work will support CARE Canada in strengthening its connection with audiences across the country and expanding its impact.

“CARE’s work supporting women and communities around the world to build a more just and equal future is some of the most important work happening today,” says Kelly Small. “We’re honoured to partner with the CARE Canada team at this pivotal moment, evolving the brand to deepen connection, strengthen relevance, and expand impact across Canada.”

As a leading Canadian humanitarian organization, CARE Canada is committed to advancing the leadership, rights, and economic empowerment of women and girls globally. This partnership reflects a shared commitment to ethical, accurate storytelling that centres lived experience.

“Ethical storytelling is not just about sharing a story. It’s about ensuring the voices of participants are heard accurately, first-hand, and without bias,” says Rebecca Davies, Chief Revenue and Marketing Officer at CARE Canada. “By highlighting real lived experiences, we can connect people through shared struggle, shared joy, and the stories shaping our collective future.”

Work will begin rolling out across 2026 and 2027.