Recent management research and practitioners suggest that purpose is vital for enhancing social impact and economic performance. Surprisingly, this zeitgeist debate reflecting the pronounced sense of purpose has not been reflected in the field of professional service firms (PSFs), mainly driven by what has been called "commercialized professionalism". This study investigates the purpose-organizational identity nexus by conducting a case study of a B Corp-certified marketing agency. Methodologically, we use the Zaltman Metaphor Elicitation Technique (ZMET), which uses visual imagery and in-depth interviews to uncover people's subconscious thoughts and feelings. Our study shows how organization members establish and sustain their firm's purpose through explorative and affirmative identity work. Explorative identity work is a form of organizational learning, ultimately leading to an adaption of organizational identity. In contrast, affirmative identity work uses established organizational routines that help reconstitute the organizational identity.
