Dymocks seeks to inspire minds — refining purpose to connect with communities.

Dymocks is one of Australia’s most recognised book retailers. To sustain growth and strengthen culture, the business needed a clear purpose that connected staff, franchisees, and customers through a shared story.

Over several years, Ne-Lo partnered with the CEO, executives, and department heads to clarify priorities and align company direction. Company-wide workshops engaged employees and franchisees directly in shaping vision, mission, and values—building trust and embedding purpose across the network.

The purpose framework was anchored in the line “Connecting communities by inspiring minds.” Ne-Lo created a brand design system and internal communications that translated purpose into everyday practice.

The result was a unifying narrative and practical system that strengthened engagement across Dymocks’ network and aligned the organisation to inspire communities nationwide.