Formerly known as ASHA for Women, Ashiyanaa is a DC-based nonprofit that provides culturally sensitive support services for the South Asian community. I was brought in to lead the organization through a full rebrand — from name and messaging to design and digital presence. Working closely with the board of directors, I guided the renaming process, developed the brand’s mission, vision, and values, and repositioned the organization to reflect its growth and expanded reach.
I then created the full identity system, including logo, brand guidelines, website, and core collateral such as newsletters, flyers, and social media templates. The new brand is warm, inclusive, and professional — honoring cultural heritage while offering clarity and accessibility to the people Ashiyanaa serves.
Before
Under its old identity (ASHA for Women) Ashiyanaa provided culturally sensitive support services to South Asian women facing gender and interpersonal violence empowering them to become self-sufficient.
After
Now, with its fresh, contemporary, and brand new identity, Ashiyanaa is redefining its services to include all South Asians without gender bias, taking a clear direction towards inclusivity.
Aashiyanaa means home in many South Asian languages.
THE LOGO
A Home for Everyone
The logo was designed to tell Ashiyanaa’s new story– starting with the concept of it as a safe and peaceful home for all. I chose a gradient-based color palette to reflect the organization’s new direction towards inclusivity (i.e., Lgtbqia, Indians, Muslims, etc.). The square under the roof represents a window where the light is always on (i.e., we’re always here for you).
Color Palette
A representation of inclusivity
Light Motif
Our light is always on
Home Concept
A safe and peaceful home for all
A new name. Renewed mission. And a fresh, contemporary, brand new identity.
Ashiyanaa is open to ALL South Asians without gender bias.
BRAND STYLE GUIDE
TYPOGRAPHY & COLORS
#023F8F
#EAC433
#C21634
#008018
Raleway
Aa
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Lato
Aa
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
The Website
The website was designed to feel warm and welcoming. We wanted it to be easy-to-navigate for all visitors, whether they’re seeking help or a way to donate. The site is responsive and features language translation and a Jotform integration.
