Soukarni Barai
UX Researcher | Service Strategist | Designer
How to develop a new communication strategy for a non-profit publication?
CONTEXT
To identify possible strategic interventions that could aid in better brand management and lead to
scaling up of SEWA Gitanjali.
Gitanjali is a SEWA initiative. It is a cooperative to provide women waste pickers a decent livelihood, a sense of dignity to their work and life, in consideration of the occupational hazards along with steady and better income in consideration with their standard of living. The cooperative is SEWA’s Green Livelihood Mission.
KEYWORDS
RE-BRANDING | STRATEGY | PRODUCT DEVELOPMENT
VISION
Empowering women by
making them self-reliant
MISSION
Provide better livelihood by skill development and creating job opportunities for women from the rag-picking community.
3-4 teams of 6 members each
Better education for their own children
Make 200-300 books daily
Landscape
Assessment
“ From rag pickers who picked paper, we now work with the same waste paper but have a better livelihood”
Self-driven community and outreach
A mindset change has taken place over the years
Current Goals
Better livelihoods and making women self-reliant
Steady income
Generating
social value
Social enterprise in making
Safe & dignified work
Women
empowerment
Creating value
added products
Providing technical sklls
Uses Recycled waste paper
Robust Partnerships
Market Analysis
You can click or hover over the titles below for more information.
Value Proposition Map
Brand Positioning Map
Similar Brands and Competitors
Product variety and Promotions
Brand Strategy
1. Establish Brand Persona
Using the Brand Archetype model we established the persona that resonated the
most with Gitanjali.
2. Find Brand's Core Culture
The next step was to use Hoffstede's Onion Model to peel into the heart of Gitanjali's Brand culture.
RE-WRITING
NARRATIVES
This helped us finalize the strategy statement that was taken forward for building solutions.
RE-WRITING
NARRATIVES
3. Strategy Statement
4. Build Visual Identity
Using the Strategy Statement as a pivot we
re-built the brands identity.
Color Palette:
#22989F
#F09328
Font:
Myriad Pro Bold
Final Logo Design
Duo Tone Versions:
Motifs:
Merchandising:
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Promotion Strategies
With a new visual identity in place, we worked further in planning promotion strategies for Gitanjali.
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Word of Mouth:
Experience / On Ground Engagement
1.
Desk Cleanup Drive:
This idea was conceived in order to extend their consumer base from B2B to B2C. The idea incorporates personal engagement and sharing brand story with all end consumers.
Social Media:
Digital Engagement
2.
This suggestion was aimed at strengthening their online media presence to attract a different consumer base altogether, who are more sensitive to causes. These platforms also allow more storytelling and hence help in building brand equity.
Education Sector
Eco-Schools India is an International Programme for promoting Environment Education and awareness about sustainable development issues in schools, particularly by engaging students
Supply Chain Partner
Collaborations:
Clients/ Consumer Engagement
3.
The final stage was information on possible collaborations that they can undertake or reach out to for a stronger foothold in the market.
You can tap/hover over the boxes for more information.
Subscription Box
Reverie
(make-up subscription box with very strong values for the environmentally conscious)
Artisnal/ Health Cafes / Boutiques
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Ants cafe
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LAHE LAHE
-
Blue Tokai
-
Rare Earth
Government Collaboration
Events/ Fests
-
Echoes of the earth
-
Storm Festival India
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Youth Mundusis
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Art TED talks
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Kochi Muziris Biennale