End Poverty India is an NGO on a mission to reduce poverty in several Indian States. It works to improve the living conditions of landless or marginal agricultural farmers, traditional artisans, uneducated women, and unemployed youth. Its primary focus is on training, education, and capacity building, as the foundation stones of positive change. The charity was looking to improve its brand identity with the ultimate aim of scaling its impact nationally.
We spoke to Przemek Pawlak from Visual71, the brand design studio that worked on the charity’s rebrand project.
Sure. We are a small and independent design studio, active since 2013. Our primary focus has always been to deliver consistent and high-quality work to our clients and grow our business organically.
We create successful brand strategies to help our clients reach their actual business goals. Usually, the work begins with strategic communication plans and continues to real-life product visualization, including logos and slogans. Among our clients, there are many big and well-known global brands like Zoom and Logitech, to name just a couple, but there is also a good bunch of smaller local or niche players we love to work with.
It happened through our IT Corner network contact, of which we have been members for years. We wanted to do something pro bono and worthwhile, and End Poverty India happened to be a project that was very much in line with our competencies.
First off, End Poverty India agreed to follow our processes. They did not have much experience in branding and design, so they put a lot of trust in us. The project involved a rebranding stage in improving their overall brand communication. There were no hard and fast rules; however, we ended up with a very smooth and effective work process. It is worth mentioning that we are very close to agile methodologies with our design-related twist. End Poverty India’s project was naturally divided into smaller steps that the client closely followed.
There are a few things. Firstly, we proposed quite a radical change from their original look. It was a bit of a revolution that they did not expect. We replaced their visual identity with a fresh look (keeping the original logo though), rebuilt the communication structure, and even updated the definition of their target audience. But the important thing was to get buy-in from all the internal stakeholders at the charity. We wanted them to feel confident with the new brand tools and make good use of them for the years to come.
Secondly, it was naturally a cultural learning curve for us. Till that point, we had not worked for the Indian market, so the situation required us to have a good understanding of their target audience and beneficiaries before we came up with any custom solutions.
Over time we developed a close working relationship. Luckily, they were also very kind to us since the initial three-month time scope had to be stretched due to our various business commitments. It was transparent and honest at all times - we always communicated up front when we had to pause due to other urgent work.
Yes! Most of all, I was pleasantly surprised that End Poverty India was open to undergoing such an extensive rebrand. It was a real step-change in terms of portraying themselves to the outside world. They trusted us, a studio from the other side of the world, who knew nothing of their culture at first. But it was clear that a lot of thought had gone into the project on both sides. When we first presented our idea, their Project Manager thanked us and said they needed to discuss it internally - which felt like “we went too far with the redesign.” It turned out that the team really liked the idea, and they just needed time to make sure it would work for their organization. Happy it all turned out great!
Correct. Initially, we spent time getting to grips with the target audience. This included enterprises able to support End Poverty India in two main ways: pro-bono support on legal matters (and other issues related to the running of the charity) and financial support through CSR initiatives.
So our main goal was to build trust among this audience and show the charity as a mature, well-run organization worth investing time and money into. This wasn’t just about visual identity but also about how they communicate their mission, work, and impact. Proper information architecture, UX, and UI were all crucial here. End Poverty India needed to appeal to its target audience as an equal partner in reaching a fundamental and worthwhile goal.
Very positive. It was brilliant for all of us to work on a project that was so geographically and culturally different. We are all about diversity in our work, supporting various charities. Our work for End Poverty India certainly brought our team of developers and designers a massive deal of satisfaction.
Thank you to Tech to The Rescue for matching us with such a great team and cause!
Take a look at the End Poverty India website to see the brand new brand.