“Our logo feels like we have left it behind”—was our one-line brief for reimagining Svasti Microfinance’s brand identity. This would need to translate across its logo, signage, comms, stationary, offices, name tags, app interface, digital and iconography…
Our semiotic study of the category made one thing clear—women had been typecast as ‘Laxmi’, the goddess of wealth, and Svasti’s women were a complete contrast to this. They came from a diversity of challenging backgrounds—from just financially challenged to orphaned, widowed and abandoned. Every one of them felt a lot more like Saraswati—the creative motherlode of the household, not just a resource in it like Laxmi / wealth is. Svasti’s ‘kolam’ identity designed by our creative expert is inspired by these ‘Ghar Ki Saraswatis’ / household Saraswatis and the holy motifs that mark their doorways.
“Our logo feels like we have left it behind”—was our one-line brief for reimagining Svasti Microfinance’s brand identity. This would need to translate across its logo, signage, comms, stationary, offices, name tags, app interface, digital and iconography…
Our semiotic study of the category made one thing clear—women had been typecast as ‘Laxmi’, the goddess of wealth, and Svasti’s women were a complete contrast to this. They came from a diversity of challenging backgrounds—from just financially challenged to orphaned, widowed and abandoned. Every one of them felt a lot more like Saraswati—the creative motherlode of the household, not just a resource in it like Laxmi / wealth is. Svasti’s ‘kolam’ identity designed by our creative expert is inspired by these ‘Ghar Ki Saraswatis’ / household Saraswatis and the holy motifs that mark their doorways.
