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Population Foundation Of India

BRAND STRATEGY + IDENTITY SYSTEM + UI&UX

In its 50th year, the Population Foundation of India looked at rebranding itself to communicate its true purpose with clarity. Our strategic direction addresses the crucial challenge of making the right association with the word ‘population’ which is often thought to mean ‘numbers’. Whereas, PFI is invested in bettering the lives of people through family planning initiatives and policy support.

Lopez Design’s approach re-orients the core messaging and positions PFI as a people’s organization with radical on-the-ground programs.

From population to people

The new visual identity revolves around communicating the diverse nature of PFI’s work through a simple yet inventive identity system that brings confidence. Our radical approach projects PFI as an empathetic and humane organization, which takes bold steps to better the lives of the people of India.

The strategy ‘PFI steps up for people’ takes shape as bold visuals in the new palette of yellow and black that brings out its forward-thinking stance.

People’s digital experience

The newly transformed website translates PFI’s brand outlook, projecting a clear focus on its priority areas of advocacy and action on the ground. As a knowledge repository, the website gives layered information for different types of user groups in a simple manner.

PFI acts like the building blocks of society to channelize resources and makes important connections between society, the individual, and the nation, which are all interlinked. The dynamic system forges a way to give expression to PFI’s intrinsically layered approach towards impacting and bettering the lives of people.

Team

Ajay Sharma
Siddharth Kothiyal
Mohan Godwal
Nishita Karun
Anwesha Mukherjee
Sujatha Shankar Kumar
Anthony Lopez

Support

Vijay Kumar Soreng
Mukesh Dabral
Zeena Lopez

 

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