BRAND IDENTITY SYSTEM
SEWA Cooperative Federation, Ahmedabad ~ 2021
Self-Employed Women’s Association (SEWA) Cooperative Federation is India's first women federation, working with and for women workers of the informal economy since 1992. The role of the Federation is to provide a stable support system to women's enterprises, nationally and internationally, enabling sustainability both financially and in terms of decision making.
More than 30 years of strengthening grassroots women's enterprises, and this was an attempt to relook at the brand identity system for the way forward.
Keeping women in the forefront, as always, the new identity design was made to represent the autonomy of women through the hands pointing towards infinite opportunities. Each form collectively represent the six cooperative groups that SEWA Cooperative Federation works with. At the core, the SEWA Bharat logo holds these forms together to create a visually attractive design that speaks a lot in itself.
The colour palette, illustrations, marketing collaterals and the overall branding have a grounded appeal to resonate with the work that organisation does.