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Branding, Strategy and Repositioning
the New Visual Identity

Client: The Nudge Foundation

Scope of Work: Branding and Visual Identity, Campaign Collaterals, Website Design, Social Media Execution and Management



The brief of the project was to bring an identity to a collective impact which targets at improvement in the quality of life of waste picker households in Bengaluru while building resilient systemic change in the waste management ecosystem.


Key Considerations:


  • There is a group of organisations working together to make this happen

  • The primary audience for the campaign is Governments, Policy Makers, Press (International and National) and the Academicia

  • The on-ground work with the waste picker community, may or may not use this logo

  • The campaign to change perceptions about waste pickers too may not use this identity as it will be designed based on insights from the ground

  • Keep it Indic if possible - No Hindi


Based on the given research, two ideas that stood out 
for us were:


The idea of the Collective was strong and consistent among all the members of the group. Keeping the idea of collective and community at the centre, we started to explore Kannada words


The other element that stood out for us with the campaign is the idea of dignity, the positivity and the need for change - be it in real lives, policies or perceptions. Next we explored the words that bring forth the idea of positive change


We arrived at the Indic name Saamuhika Shakti. 


Since waste pickers form a community, here is a campaign that strives to bring a positive change through collective action. 


Saamuhika and Shakti, though Kannada words can be easily understood by people speaking any Indian language therefore resonate across the country. While the name has a broad context, the kannadiga element brings in the regional identity and the byline explains exactly what the campaign is all about.

Saamuhika Shakti_logo files (1)-01.png
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