CRISIL Foundation created a programme to pass on financial wisdom to rural women. They believed that managing money better was critical to improving the financial health of the rural households. For the programme to work well, it had to be a self-sustaining movement. A brand with a strong message could help. But how do you communicate when literacy is limited? And how do you spread a message when there is little media?

Turning a programme into a movement.

Brand Positioning

Naming

Visual Identity

MEIN PRAGATI

Replaying a cultural belief that women are the conservers of household wealth. And that they were the key to progress. It allowed us to focus on her, without upsetting the sensitive familial and societal dynamics. The programme identity combined  the two elements central to the programme: women and financial empowerment. The key became an easily understood symbol of what the programme stood for.

Finding media in a rural landscape was a challenge.

Instead of introducing elements foreign to the environment, we used their surroundings and community objects to build the message. We created markers that allowed women to spread the word, after they became a part of the programme. 

ABBY AWARDS 

KYOORIUS    DESIGN AWARDS

KYOORIUS DESIGN AWARDS

Accolades

Infrastructure construction can be a destructive force. 
It builds shiny, new things, but often at the expense of existing ecology. GVK, India’s leading infrastructure developer, has always had a responsible and holistic approach to development. When they built Terminal 2 of CSIA, Mumbai, they also built a rich green cover within and around it. GVK approached us to give their perspective on development a larger identity.

Celebrating a new way of development

GVK Botanical Garden

The green zones need not be a mere aesthetic layer. We could give them a more substantial identity. We created a single entity of all the green zones spread across the country called the GVK Botanical Gardens. Inspired by ‘Tree of Life’, the logo captured the idea of the sustenance of native life.

A whole information system was designed to educate people about the wide range of plants and trees cultivated in GVK Botanical Gardens.

A comprehensive brand book, inspired by scientific journals, detailed the guidelines for building and protecting the identity of GVK botanical gardens.

MORE WORK

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GVK Botanical Gardens

Mumbai Press Club is an iconic institution, set up in 1968 as a body to fight the cause of journalists and journalism. It has been the backdrop of many glorious chapters of journalistic contributions over the years. But this important pillar of democracy today stands on shaky grounds, threatened by various political and commercial environment. Realising the need for a fresh direction, Mumbai Press Club to came to us to help it re-imagine its identity.

The light that shows the way

Mumbai Press Club

Mumbai Press Club needed to be the moral compass to show the way back to objectivity and strength. 
The new identity of Mumbai Press Club drew from the symbol of a beacon.

We made it stark - black and white, with no room for greys. 

It is dynamic, responsive of the constant changes in the environment, while holding its own.