Sashakt: A design case study

4 min readMay 4, 2021

What is Sashakt?

Sashakt is a multi-level, multi-stakeholder multi-partner(NGOs-Government-Agencies-Networks-Media-Individuals-Parents-Philanthropic Organizations-Students) campaign aiming to build awareness on laws on disability (RPwD Act 2016) and the existing government facilities for persons with disabilities.

Goal: A conceptual rebrand for Sashakt Campaign.

Why does Sashakt need rebranding?

The brand faces insufficient reach leading to inadequate awareness. thus attaining a low donation amount.

Why rebrand the CAMPAIGN?

Data collected from a poll (Social media and google forms )

More than 3 colors in the logo
The golden ratio is not followed.
Looks boring.
As a logo of a campaign, it must be clearer and bolder.
Not a clear font.
It is not relevant to the cause it stands for.
Sashakt means strong, the logo is not giving the feeling of it.
Lots of unnecessary negative space.
As it covers a wider range of audiences, it should be simple and easy to acknowledge.

Let's get started!

Objective:

Redesigning the Logo

Creating touchpoints

Designing Icons

Conceptualizing the feel and visual of the brand.

Questions to keep in mind in the process.

What is the business imperative for change?
What elements are to be maintained to preserve brand equity?
Should the change be evolutionary or revolutionary?

MOTHER Organisation Of Sashakt

Advocating for the human rights-based approach to disability implies that all persons with disabilities need to participate in all spheres of society on an equal basis with their non-disabled peers.

Agenda of Sashakt

To reach out to the last Divya Gyan in the last village of Odisha, their family members, government functionaries, and all related stakeholders with the contents of RPwD Act 2016 and the inclusive SDGs.
To create awareness at State, District, Block, Panchayat, and village levels about disability issues, new types of disabilities, and Rights of Persons with Disability (PwD) Act 2016.
To start dissemination of information on existing government schemes and facilities, as per the law.
To spread awareness about inclusive SDGs and Accessible Odisha.
To promote collectivization among PwDs to get their rights and entitlements at different levels through strong mobilization activities.

CAPABILITIES

Sashakt Doot

The Sashakt Doot is an awareness vehicle that was flagged off on 9 May at Puri and covered 4100 km across the 30 districts of the state. This campaign included conducting public meetings in 55 blocks and 30 district headquarters, meeting with over 50000 people. The Sashakt Doot reached Bhubaneswar on 13 June 2018.