CLIENT
CLIENT
We had an exciting pro bono opportunity with X Billion Action Lab's newest initiative - #AdoptIndia, a movement to encourage adoption in India.
The idea was to solve two problems with one initiative - give millions of displaced children a home, and posit adoption as a viable choice to combat our population crisis. X Billion Action Lab wanted to engage citizens, government and businesses through this platform.
X Billion Action Lab presented us with a unique brief – create a brand that would break through the clutter, and avoid the usual bleeding-heart clichés. They wanted to appeal to middle class, urban Indian millennials, and make adoption something they not only take seriously, but even aspire to when they decide to start a family.
The brief we received was a unique one - create a brand to break the clutter and avoid the usual cliches like pink, sappy mother and child visuals. The idea was to appeal to middle class urban Indian millennials, and make adoption something they not only take seriously, but even even aspire to in the future when they do decide to start a family.
The brief we received was a unique one - create a brand to break the clutter and avoid the usual cliches like pink, sappy mother and child visuals. The idea was to appeal to middle class urban Indian millennials, and make adoption something they not only take seriously, but even even aspire to in the future when they do decide to start a family.
With the #AdoptIndia brand, we decided to leverage a prevailing "millenial" belief – the idea that a family is a group of people who are not necessarily related by blood, but who love each other.
The hand-drawn aesthetic and palette of primary colours we used reinforced the idea that the brand was for and about children.
PRIMARY LOGO
SECONDARY LOGO
For Website
Approach to Website
Objective
Our brand aesthetic was extended to icons and illustrations for their communication.
RESPONSIVE SCREENS
RESPONSIVE SCREENS
CLIENTS SPEAK
Samyak Chakrabarty
Co-Founder, Adopt India