KELLY SMALL (they/them) is an award-winning creative director, designer, author, and leader in ethical, inclusive, and purpose-driven creative practice. As founder and Principal Creative Director of Intents & Purposes, Kelly partners with organizations to develop breakthrough creative that balances brand ambition with social impact, equity, and ethical responsibility. Over nearly two decades, they have collaborated with global brands, nonprofits, and public institutions to proven success.
Kelly’s years in advertising saw them reach 1 in 3 Canadians with a groundbreaking multichannel campaign about child slavery, shatter video viewership with Canada’s first 360° video, and lead countless digital campaigns that delivered real results in fundraising, engagement, and brand growth.
Kelly is the bestselling author of The Conscious Creative: Practical Ethics for Purposeful Work. Their academic research in creative industry ethics, sustainability, and social impact earned them the Governor General’s Gold Medal, Canada’s highest academic honour, upon completing a Master of Design at Emily Carr University.
Kelly’s work and perspectives have been featured in The Globe and Mail, CBC, Elle, HuffPost, Applied Arts, Strategy Magazine, The Charity Report, Marketing Magazine, and Muse by Clio. They serve as a juror for major industry awards, including The One Show and The Marketing Awards, and have contributed time through board leadership with The ArQuives: Canada’s LGBTQ2+ Archives and mentorship with RGD, Emily Carr University, and OCAD University.