Joe Purves

Digital Creative Director

Joe is a digital creative specialist with 18 years of industry experience and a passion for creativity and design aesthetics. He has worked in the UK, USA, Asia, and Australia and clients include CommBank, Citibank, Optus, Telstra and Virgin. Joe's curious nature urges him to understand the technology, the business goals and the user needs before he embarks on the design process.

“I'm the Founder & Digital Creative Director of DMG and since the birth of DMG in 2014, I’ve had the privilege of seeing my agency evolve from a one-man show to a fully-fledged agency of Digital Creative & Experience specialists with the key aim to create highly immersive and engaging design solutions.”

His team is composed of a diverse range of unique digital specialists under the visionary leadership of Joe Purves. Ranking in the top 5 of the Deloitte Technology Fast 50 Awards, they have assembled a team of passionate digital professionals. The team have a diverse range of skills, interests, experiences and backgrounds and thrive on challenging projects and finding solutions; striving for innovation at every opportunity. They live by their motto, “Design with Purpose”. This means defining and refining the strategy, so the digital projects achieves business goals and adds value to the user’s life.

“Initially, my role at DMG was primarily focused on the entrepreneurial aspect of DMG as a Start-up and delivering quality output as a hands-on Digital Designer. As the company evolved, I started investing in people and growing a team. My role then transitioned into that of a Digital Creative Director & Digital Creative Strategist, where I started bringing our ‘Design with Purpose’ principles to all digital projects that I was invited to work on.”

Awarded as the Winner of the 2017-2018 AMY Awards for “Digital Person of the Year”, Joe is an industry leader in inspiring creativity and passion. Beyond the more artistic and creative flare of his role, his responsibilities include making major corporate decisions, managing the overall operations and resources of the company, acting as the main point of communication between the advisory board and being the central part of the company’s growth and innovation strategy. Joe’s life as an entrepreneur is now a reality.

“The entrepreneurial seed was planted when I started working for Virgin in London and I had the honour of meeting Sir Richard Branson on three separate occasions. From attaining inspiration from Branson himself, who said “if you’ve got nothing, you’ve got nothing to lose” and “jump-in”, I was driven to initiate a Start-up. I knew from that very moment, that I would be an entrepreneur. With the challenges endured and the risks involved, DMG has without a doubt been my greatest achievement of my professional career. By far the biggest transaction of my career was recent acquisition of DMG by Geronimo. The exciting thing about this acquisition is that my Design team is still in place and I’m the Executive Creative Director of the company. My goals are to continue to be an entrepreneur and grow Geronimo, continue to be part of creative and innovative digital projects and to continue to grow and mentor my team of passionate design specialists.”

The digital sphere is accelerating in its growth and with the highly competitive market, staying in trend with new digital advancements is crucial for a creative digital leader. To stay aware and updated of any changes is inevitably an essential quality that must be adopted and implemented into digital business strategies. Responding innovatively and staying ahead of the constantly changing nature of the digital environment is a challenge that Joe, as a business leader has endured and conquered. This was evident is some of the latest projects that he won during the pitch stages after being up against some of Sydney’s largest and most successful digital creative agencies.

“A notable achievement has been winning the Museum of Contemporary Art (MCA) as one our clients. As a creative at heart, it’s always been a dream of mine to merge the world of Art and Design. Art is subjective and unpredictable, whereas Visual Design follows a set of guidelines in which the user can seamlessly make sense of and engage with the content. The challenge of merging structure and chaos combined with the privilege of working with one of Australia's most renowned museums was an honour. Visual Design is about making things simple and user friendly. If you can take something complicated and make it simple, the beauty is in the universality of the concept. Taking Art and Design and merging it together, makes the MCA the ultimate client and a Creative Director’s dream.”

Some of Joe’s favourite quotes that have defined his career and have helped him rise to a digital creative leader and a successful entrepreneur include, “Logic will get you from A to B. Imagination will take you everywhere.” (Albert Einstein) “Your time is limited, so don’t waste it living someone else’s life.” (Steve Jobs) “Ideas are worthless. Execution is everything.” (Scott Adams). Off the back of double company growth in the last year, Joe remains a humble leader, enjoys teaching and mentoring and remains true to his cause. "To enrich lives with beautiful design and engagement experiences through innovation and creative intelligence". Joe continues his mission in 2018; to have empathy for both stakeholders and the end user and striving to make websites and apps easy to use, visually-pleasing and highly immersive.