we turned 15 this year! read our story here.
a tribe of young minds and
their social quest for water
a tribe of young minds and their social quest for water
Aram Foundation was instituted by the alumni of Amrita Vishwa Vidyapeetham and comprises professors, researchers, students, and volunteers collaborating to find innovative methods to make water accessible.
We partnered with the foundation to develop a consistent visual identity for all communication touchpoints.
a tribe at the core
Over our discussions with the founding team, we discovered what made Aram special - the exuberance that resulted from being shaped by a bunch of determined youngsters and not a particular founder or board of trustees. We put the tribe at the core of all the thinking for the brand and captured the vibrance in the brand identity system we created for the young NGO. People that are a part of Aram refer to themselves as rainmakers, which are people that strive to make the impossible possible and create effective change.
visual language
The vision was to make every piece of the brand communication feel like it was hand created by the tribe. To bring this vision to life we had to strike a fine balance between ensuring brand consistency and celebrating the crudeness of handcrafting.
The paper cut illustration style and the handwritten fonts take you back to your craft class at school. While we did not standardise the fonts or the shades of brand colours, the style guide does emphasise that every brand collateral will have a minimum of three different colours from the three different colour families and a minimum of two different font styles.
custom typography
We designed custom handwritten fonts in distinctly different styles to use on digitally created brand communication, however, the tribe was encouraged to use their handwriting on brand communication to make it personal and reflect that the communication was from the tribe.
digital media
In the digital medium, we focussed upon creating awareness on water conservation and driving CSR/grant activations. All our communication was focused upon driving a community feeling amongst the Aram tribe. We also came up with campaigns to keep the social media presence interesting while also spreading awareness about water conservation and Aram’s cause.
words from the client
"To start with, the quality of work delivered by the FBL team is amazing. The design, branding work and consistently high quality delivery of infographics and social media amazes me. It is not just design that they excel in, they understand the soul of the firm they are working for. That makes them think through ideas that even I as the founder of Aram had no clue about. That has meant, the entire work of Aram social media is on auto-pilot without me having to spend too much time and efforts on it."
Arunkumar Krishnakumar
VC Investor at Green Shores Capital, NED, Fintech Influencer, Author, Podcast Host
