The organization had outgrown its original identity and needed a brand that reflected its expanded mission while honoring the culture, values, and community it serves.
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.
Engagement
- Mission
- Vision & Values
- Naming
- Brand Strategy
- Positioning
- Messaging
- Visual Identity
- Brand Guidelines
- Website Design & Development
- Marketing Collateral
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.
