AASTHA
Branding Women-led Enterprises
Participatory identity design projects for enterprises run by informal women workers and
print collaterals for right-based advocacy and organising efforts.
Role: Identity Design, Exhibition Collaterals, Participatory Communications Solutions
With: SEWA Bharat
Timeline: 2022-23
01
MAHILA SEWA URBAN CO-OPERATIVE THRIFT AND CREDIT SOCIETY LTD
a women owned and run credit cooperative in Delhi
Inspired by the SEWA Bank, in 1999, SEWA Delhi began reaching out to poor informal women workers in the state into SHGs (Self-Help Groups) to promote savings.
Now, with a registered cooperative named Mahila SEWA Urban Co-operative Thrift and Credit Society Ltd, 8,079 shareholder bens have ownership over their finances. Across 9 branches in Delhi, street vendors, home-based workers, domestic workers etc. are encouraged to save, access credit at reasonable interest rates and undertake financial literacy training, through the enterprise's women front-runners, the Bank Saathis.
After 15 years of functioning, the cooperative realised a need for a separate identity from its parent institution.
Workshops and Training Sessions
Multiple participatory workshops that included representatives from all positions and backgrounds within the enterprise were held.
The discussions touched upon the basics of form, colour theory, typography, and the role of communications in business. After acquainting the participants with design and communications principles, both teams strengthened the storytelling and designed a logo that kept informal workers, who are customers of the enterprise, at the centre.
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Logo Launch
A set of options was presented to the team. The participants voted, along with providing reasoning for their choices. The participants unanimously agreed over the logo, which was launched at their annual general meeting on January 7, 2023.
Rather than accepting an enforced narrative, a feeling of shared identity came out strongly throughout the launch session.
02
SEWA SAMARTHYA
Papad Rolling Women's Enterprise in Rajasthan
SEWA Rajasthan through the support of ITC Limited is working in Bikaner to develop a standardized and transparent quality control solution and maximize the
earnings of the papad rolling ben.
Logo Launch on
International Women's Day 2023
03
PRINT COLLATERAL l BROCHURE
Brochure for event with Government E Marketplace (GeM)
Organisation's General Brochure
Brochure for SEWA Bihar
04
PRINT & DIGITAL COLLATERAL l EVENT
Women are Active Participants, and Propellers of Economic Growth: Focusing on Livelihoods, and Care Infrastructure
was a joint event organized by RIS, UN in India, ADBI, and SEWA Bharat under the G20/T20 framework. The event aimed to advance Women-led Development and drive actionable strategies for gender-inclusive Sustainable Development Goals (SDGs) by 2030.
