Project Stree

designing branding for web, print & mobile

MOBILE APP | WEBSITE | BRANDING| PRINT | Service Design

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PROJECT STREE
Empowering women of India

It's huge. Immense. Vast.

We're embarking on a rebrand journey.
I am thrilled to present our reimagined brand, capturing our forward-moving direction — ubiquity.

What is Project Stree?

A education-first non-profit platform designed to tackle period poverty, build financial trust, and mobilize volunteer action across India.

Project Stree is a non-profit fighting period poverty and driving healthcare equity in India. To scale its impact, we transformed its static, brochure-style website into an action-oriented, donation-first ecosystem that simplifies contributions, builds trust, and accelerates volunteer signup.

Project Stree is a 501(c)(3) certified nonprofit that fights for women’s empowerment in India through menstrual hygiene education.

Problem

Project Stree’s outreach relied on a static, brochure-style website — impact was happening on the ground, but donors and volunteers had no easy way to see it or act on it.

Solution

We rebuilt the platform into an action-oriented, donation-first ecosystem with a distinct visual identity that simplifies giving and accelerates volunteer signup.

Results

Scaling outreach from 50 to 100+ workshops in five years, with a rebrand that drove stronger donor trust and volunteer signups.

My role as a Ux & Brand Designer

MY ROLE

Driven by a passion to design for the greater good, I volunteered my skills as part of a 2-designer team to lead Project Stree's end-to-end transformation.

My work bridged holistic brand strategy with digital product design, spanning brand identity, print collateral, merchandise, and a donation-first web platform designed to build donor trust and scale volunteer action

Volunteering for Impact: Dedicated my time as a pro-bono designer, partnering with a co-designer to advance women's healthcare equity for the greater good.

Print & Workshop Merchandise: Created educational guides, hygiene kit packaging, event posters, tote bags, and custom hoodies/sweatshirts across 100+ community workshops.

Education-First Web Experience: Partnered to build an accessible health-education portal integrated with dynamic donation impact tracking and streamlined volunteer signup.

Collaborative Brand Identity: Co-designed a dignity-first visual system (typography, color palette, logo) to transform menstrual health from a taboo subject into an empowering movement.

My role as a Ux & Brand Designer

MY ROLE

Driven by a passion to design for the greater good, I volunteered my skills as part of a 2-designer team to lead Project Stree's end-to-end transformation.

Volunteering for Impact: Dedicated my time as a pro-bono designer, partnering with a co-designer to advance women's healthcare equity for the greater good.

Print & Workshop Merchandise: Created educational guides, hygiene kit packaging, event posters, tote bags, and custom hoodies/sweatshirts across 100+ community workshops.

Education-First Web Experience: Partnered to build an accessible health-education portal integrated with dynamic donation impact tracking and streamlined volunteer signup.

Collaborative Brand Identity: Co-designed a dignity-first visual system (typography, color palette, logo) to transform menstrual health from a taboo subject into an empowering movement.

How we scaled Project Stree’s impact from
50 to 100+ workshops in 5 years ??

121+ Workshops

Educating through workshops.

8,454 Impacted

through hygine inivitaes

15,400 Pads donated

Educating through workshops.

THE 30 SECOND VERSION

How do we create a brand that speaks volumes?

We wanted to create an experience that not only draws inspiration from the world but also enhances it. We wanted to redefine the visual vocabulary of menstrual health in India. Transitioning Project Stree from a grassroots NGO to a globally recognized, professional brand that empowers rather than pathologizes.

The "Why Now" - Industry Context

Project Stree reached a critical inflection point….

To scale from local workshops to state-wide impact in Gujarat, the organization needed more than a website—it needed a Visual Operating System.

My goal was to create a brand that didn't just 'ask for help,' but 'led a movement,' transitioning the visual language from a narrative of scarcity to one of sovereignty.

The Challenge: A Disconnected Service

When I joined the team, Project Stree faced several challenges:

Their digital presence lacked consistency and impact.

There was no unified brand identity across platforms.

Their website and mobile experience weren’t optimized for engagement or storytelling.

Reports and merchandise lacked a strong visual connection to their mission.

The Challenge: A Disconnected Service

When I joined the team, Project Stree faced several challenges:

Their digital presence lacked consistency and impact.

There was no unified brand identity across platforms.

Their website and mobile experience weren’t optimized for engagement or storytelling.

Reports and merchandise lacked a strong visual connection to their mission.

The Challenge: A Disconnected Service

When I joined the team, Project Stree faced several challenges:

Their digital presence lacked consistency and impact.

There was no unified brand identity across platforms.

Their website and mobile experience weren’t optimized for engagement or storytelling.

Reports and merchandise lacked a strong visual connection to their mission.

The Beneficiary
(Rural Women in Gujarat)

Needs accessible, stigma-free health literacy, clear guidance on product usage, and local workshop details presented in a dignifying visual format.

Dignity & Health Literacy

Provide localized, culturally sensitive educational guides and clear access to community health resources.

The Volunteer
(The Facilitator)

Requires a frictionless sign-up flow, clear training resources, and downloadable workshop toolkits to organize local field drives effectively.

Frictionless Action & Mobilization

Deliver a streamlined 3-step onboarding journey and access to event collateral, apparel, and hygiene drive kits.

The Donors/Supporters
(Global Philanthropist)

Find the nearest organic waste disposal locations. Check the level of waste accumulation before visiting to make your drop-off easier.

Transparency & Impact Tracking

Needs clear financial transparency and real-time impact tracking to see how donations convert into direct, tangible aid.

DESIGNING FOR TRUST, EMPATHY AND CONVERSATION

User Archetypes &
Behavioral Mapping

CONTEXTUAL RESEARCH

Understanding the Users

A digital platform is only as effective as the behavioral change it drives. For Project Stree, the core challenge extended beyond distributing information—it was navigating deep-seated cultural stigma surrounding menstrual health.

To build an education-first, donation-backed ecosystem, we moved beyond a single "general user" model. We mapped the distinct motivations, barriers, and needs of three core archetypes to design a dignity-first experience.

SOLUTION

Brand

Identity

Building a unified brand identity

Key words identified

brand elements identified

The foundations that fuel our design drive.

The why behind our designs, the goals that keep us on track and always looking forward. We shortlisted the keywords that we thought explained Project Stree the best, and what would our brand voice be.

SOLUTION

Brand

Identity

The why behind our designs..

From a competitive semantic audit, we figured most NGOs use pink (stereotypical/juvenile) or blue (clinical/detached). We wanted to create a color palatte inspired by the vibrant hues of India, guided our choice of colors.

Primary Content (Deep Teal & Pearl White)

Establishes high contrast and readability for educational reading materials while meeting strict WCAG accessibility standards.

Branding & Packaging (Bright Orange & Terracotta)

Warm, energetic hues for packaging and posters that frame menstrual equity around dignity and celebration instead of clinical taboo.

Designed the Product:

Built the UI flows and component system that turned academic AI into an enterprise platform.

SOLUTION

Theme

Goal

Works well in both Dark Mode & Light Mode.

We followed that the brand guidelines adhered to the WCAG

(Web Content Accessibility Guidelines) ensuring proper contrast.

We ensured accessibility was on the core of our principles.

BRAND STRATEGY

Hue arrangement deeply, mirrored the branding profile..

Our brand strategy answers that and more, giving direction to everything we create from print, poster to web. It couldn't be more personal to us, so as much as we'd love to tell the world about it, this is the one thing we keep to ourselves.

Our brand strategy gives direction to everything we build, from print materials and event posters to the web experience. It couldn’t be more personal to us, so as much as we’d love to tell the world about it, this is the one piece we keep to ourselves.

View Brand Package

રસ / रस / Rasa

FONT & TYPEFACE

Unique typeface to match our unique brand

We paired Hatton Bold and DM Sans for a confident brand voice, integrating Rasa to bring equal typographic dignity to local, non-English audiences.

LOGO DESIGN

Simpler, Clearer Logo Variations

The logo blends Devanagari script for "Stree" (woman) with a mandala bindi motif, supported by clear usage guidelines for print sizing and photography overlays.

FONT & TYPEFACE

Designing for Print & Field Collateral

We designed accessible print media, brochures, and impact reports that seamlessly carried the brand identity to educate underserved communities clearly and engagingly.

The Workshop in a Box

An interactive merchandise ecosystem—ranging from apparel to workshop collateral—strategically built to drive social advocacy. We successfully managed the lifecycle from concept to production, with a focus on a non-profit business model where all proceeds supported community-focused initiatives.

LEARNINGS

Working with Project Stree reinforced my belief in design as a catalyst for change.

Through thoughtful UX, dignity-first branding, and human storytelling, we didn't just rebuild a digital presence—we helped amplify voices that deserved to be heard.

Empathy-driven design

Real human connection relies on authentic stories. By grounding our visual language in ground-level field narratives, we built trust and emotional resonance.