BRANDING, STRATEGY AND VISUAL IDENTITY FOR SAAMUHIKA SHAKTI
THE NUDGE FOUNDATION & SATTVA
Collective Action needed a cohesive identity that captured its mission of empowering Bengaluru’s waste picker community. This involved developing a name rooted in Indian mnemonics, visual identity, unified design language, messaging framework, and communication approach to align diverse stakeholders. The focus was on enhancing visibility, building credibility, and creating a compelling narrative that waste pickers were proud to be identified as while strongly resonating across institutional stakeholders.
Created an identity that captures the powerful representation of the movement
Designed an impact-led website that showcases the system level changes, human interest stories, influence, challenges and survival over 5 years
THE CHALLENGE
Collective Impact was a concept to bring together multiple partners working toward a shared goal. It needed to be translated into an identity - one that waste pickers were proud to identify with and at the same time, strongly resonates with the wide range of stakeholders, including institutional donors, philanthropies and the international media.
THE SOLUTION
The key concern during the branding of Saamuhika Shakti was to create a space that represented the waste pickers and the funders, equally. The approach focussed on creating a unifying identity that ensured waste pickers felt seen, heard and valued, while presenting institutional partners with impactful design language to drive engagement and support.
The name Saamuhika Shakti, meaning collective strength, captured the spirit of the initiative. A distinct visual identity, rooted in a deep understanding of their lived experiences was directly inspired by the mounds of waste we see around, and translating the waste into possibilities - possibilities of change, sustenance and a movement. Accessibility, inclusivity and recognition were the cornerstones of the visual and messaging framework to amplify visibility and foster engagement.
Five years after designing the identity, Saamuhika Shakti approached Kaboom with a unique problem: How might they showcase their achievements and learnings so as to engage audiences from a diverse stakeholder group. The result was a website, redesigned as per the original visual language and tone of voice, only this time, it highlights the impact. Therefore, creating an impact led website showcasing stories of change, resources, newsletters and updates that reinforce the power of collective action.
