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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

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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

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Brand Positioning Map

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Similar Brands and Competitors

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Product variety and Promotions

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Brand Strategy

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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. 

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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

Gitanjali_logo-14.png

Font:

Myriad Pro Bold

Final Logo Design

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Duo Tone Versions:

Motifs:

Merchandising:

Notebook Mockup PSD
Visiting card_mockup
Nov 5th Presentation
Canvas Tote Bag psd
3
badge_mockup

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.

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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.

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Education Sector

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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

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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

  • Ants cafe

  • LAHE LAHE

  • Blue Tokai

  • Rare Earth

Government Collaboration

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Events/ Fests

  • Echoes of the earth

  • Storm Festival India

  • Youth Mundusis

  • Art TED talks

  • Kochi Muziris Biennale

FELLOW TEAM MEMBERS:
Aparna A., Diya S.J., Radhika K., Anchal B., Ankita B., Shubham M., Shweta C., Bhavika G., Lakshmipriya VR, Thrishall S., Sakshi G., Nawara S., and Nimisha P.

 All the rights of this project belong to the team and National Institute of Design, Gandhinagar.

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