1. Brand Positioning
  2. Naming
  3. Visual Identity

MEIN PRAGATI

Turning a programme into a movement.
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?
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The name had to simply but powerfully deliver the programme promise. We called it ‘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.
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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.
Accolades
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2018
ABBY AWARDS
Silver
Best Integrated Design
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2018
ABBY AWARDS
Bronze
Still Craft / Illustration
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2018
ABBY AWARDS
Bronze
Poster Design
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2018
ABBY AWARDS
Silver
Corporate / Brand identity/ Corporate Rebranding Scheme
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2017
KYOORIUS DESIGN AWARDS
Posters (Graphic Design)
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2017
KYOORIUS DESIGN AWARDS
Branding and Identity / Logos
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2017
KYOORIUS DESIGN AWARDS
Branding and Identity / Visual Identity Scheme for Startups
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