Open Strategy & Design

If eyes are the window to the soul, eyewear is the window to your interestingness. It has always been considered a shorthand to one's personality. Architect's wear a certain kind, while rockstars wear another. To extend O***m's tagline, 'it's how you look at it' we created a series of posters that gave a peek into what it is that we are trying to say about ourselves when we wear a certain style.

Mein Pragati is a National CSR Award-winning program that teaches rural women the tools of financial stability. We partnered with CRISIL Foundation to create its name and identity, and develop communication for a low-literacy, media-dark environment. 'Mein Pragati' as a name showed the autonomy of the woman in a simple and efective manner. The identity merged the female symbol with the well-understood shape of a key to depict how she could unlock her financial acumen. The communication was especially tricky as it had markedly high barriers to adoption. There was no media and literacy rates were abysmally low. We developed a visual communication system that relied on what the women, most of them weavers, understood well: the folk art they wove on their gamosa (Assamese shawl). We created a master illustation that was a tapestry of all the major occasions that a family needs to save for. With the program's identity and the woman in the centre of it, the illustration became the shorthand we needed to show that we we belonged there and could be trusted.
To read the full case, visit link in bio.