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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.

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

What is Project Stree?

DESIGNING FOR IMPACT

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

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

8,454 Impacted

through hygine inivitaes

15,400 Pads donated

Educating through workshops.

OVERVIEW

From Charity to Empowerment...

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.

Branding

Merch

Ui/Ux

Experience

Ecosystem

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.

OUR GOAL?

So how to 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 Beneficiary
(Rural Women in Gujarat)

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

Convenient service access

Find disposal locations near you on the service map. Display locations that are close and match your preferences.

The Volunteer
(The Facilitator)

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

Convenient service access

Find disposal locations near you on the service map. Display locations that are close and match your preferences.

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.

Convenient service access

Find disposal locations near you on the service map. Display locations that are close and match your preferences.

DESIGNING FOR TRUST, EMPATHY AND CONVERSATION

User Archetypes &
Behavioral Mapping

CONTEXTUAL RESEARCH

Understanding the Users

A design system is only as effective as the behavioral change it drives. For Project Stree, the challenge wasn't just a lack of information—it was a deep-seated cultural stigma.

To scale, I had to move beyond "general users" and engineer a visual language that addressed the specific incentives and barriers of three distinct archetypes.

Service Design & The Backstage..

Our new expression is energetic,
straight talking and bold.

Not to be disruptive, but because we believe in a
different way of doing things.

View Brand Package

*

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.

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.

Brand

Colors

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.

Theme

Goal

Theme

Goal

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.

Brand

Strategy

Brand

Strategy

રસ / रस / Rasa

FONT & TYPEFACE

Unique typeface to match our unique brand

Typography is the brand’s vocal range, we paired the bold character of Hatton Bold as primary and DM Sans as secondary typeface to create a confident, culturally rooted identity .

Designing for low-literacy and non-English speakers; by integrating Rasa, we provided the local community with the same typographic dignity as a global audience.

FONT

Unique font to match our

unique brand

We wanted our brand to reflect its religious roots while standing out on its own. It was important that the brand communicated clearly and confidently.

To achieve this, we chose the bold and unique typefaces Hatton Bold and DM Sans.

LOGO VARIATIONS

Simpler , Clearer ,

Variations

We revised the logo and font to synchronize with the design framework, palette, and tone mapping for the website.

Our objective was to guarantee each offering mirrored the quintessence of Project Stree, encapsulating its fundamental principles and look.

LOGO DESIGN & VARIATIONS

Simpler , Clearer Variations

The use of Devanagari script for the word "Stree," translates to "woman" in English. The background is inspired by the mandala art, and shaped as an Indian break, with a red dot symbolizing a "bindi".

We detailed safe zones, minimum sizing for print (merch tags), and "Do’s and Don’ts" for placement on busy field-photography backgrounds.

IMPACT REPORT & PRINTS

Designing the print

One of the key ways we transferred knowledge to underdeveloped communities was through print media, brochures, and impact reports. We ensured that the brand seamlessly integrated into these materials, maintaining consistency while making information accessible and engaging.

FONT

Unique font to match our

unique brand

We wanted our brand to reflect its religious roots while standing out on its own. It was important that the brand communicated clearly and confidently.

To achieve this, we chose the bold and unique typefaces Hatton Bold and DM Sans.

PRINT & MERCH DESIGN

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.

Our aim was to guarantee that the online journey was just as crucial and even more enlightening. It encompassed all that was unique to our brand, including our blog.

Web

Interface

Home Page

Impact Page

Get Involved Page

USER FRIENDLY

Icons & CTA's &

Navigation

We created distinct, practical call-to-action elements for the site, ensuring they meet WCAG accessibility guidelines. Our goal was to accommodate our diverse visitor demographic and advance our mission.

EASY NAVIGATION

Designing cards for

easy navigation

We ensured that all our data is organized hierarchically, enabling users to comprehend and interpret information more effectively. Also, we were considerate about the usage of accessible and universal typescripts.

HOVER ANIMATIONS

Decluttering Information

We added subtle hover variations and animations to enhance site interactivity.

A mobile version was also created, omitting some desktop animations, to ensure clear information delivery since most customers first access the site via mobile.

The transformation was more than just visual—it was experiential.

After the launch, we analyzed key metrics from our WIX dashboard to measure the impact.

The Impact

Website Engagement Increased, in first 3 months

as a result of interactive storytelling, user-focused design, and intuitive navigation, leading to a stronger connection between visitors and the platform.

70%

Merchandise sales generated additional revenue

leveraging brand identity and ethical design, allowing the organization to fund more community programs sustainably.

Overall

Mobile bounce rate decreased

attributed to clearer CTAs, emotional storytelling, and an optimized donation flow, making contributions more intuitive and meaningful, reflecting a more accessible and user-friendly experience with faster load times and improved usability.

50 %

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

Through thoughtful UX, branding & storytelling, I didn't just improve a digital presence
— I helped amplify voices that deserved to be heard.

KEY TAKEAWAYS

Emotion-Driven Design

Users connect with authentic stories, so we used real pictures, and rooted in our design.

Inclusivity in Design

Ensuring accessibility and cultural relevance broadens reach and impact.

This project wasn't just about design—it was about empowerment, storytelling, and making a real impact.

I project close to my heart, where design became a voice for empowerment, education & change. :)

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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.

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

What is Project Stree?

The Challenge: A Disconnected Service

The Challenge: A Disconnected Service

Service Design & The Backstage..

Our new expression is energetic,
straight talking and bold.

Not to be disruptive, but because we believe in a
different way of doing things.

*

The foundations that fuel our design drive.

The why behind our designs..

Works well in both Dark Mode & Light Mode.

Hue arrangement deeply, mirrored the branding profile..

Emotion-Driven Design

Users connect with authentic stories, so we used real pictures, and rooted in our design.

Inclusivity in Design

Ensuring accessibility and cultural relevance broadens reach and impact.

Other Projects

My Charlie App

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PROJECT STREEEmpowering 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.

PROJECT STREE
Empowering women of India

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