Design Impact


Identity System + Strategy
Graduation Project | Case Study

Jan 2020—Aug 2020

Design Impact is a CSR initiative by Titan Company Ltd. that recognizes and supports design innovations done towards social good. Through a strategic intervention, a fresh perspective was brought in by putting Indian youth at the centre of the initiative.

The Design Impact Awards was repositioned to give rise to the Design Impact Movement—a larger, continuous effort as opposed to a biennial event, resulting in a format that is constantly evolving and immersive. The Movement provides a platform with learning and networking opportunities for the Indian youth.

My role: Although a basic identity for the initiative was in place, it needed a robust visual language that ensured consistency across multiple touch points. I was involved in building the visual system and strategy for different touchpoints.





An introduction to Design Impact 


How do we give a bold voice to an initiative that addresses SDG-based problems across the different sectors of the Indian society?


The identity for Design Impact speaks to the youth in a contemporary tone while urging them to design for social good. Recall through repetition was the central idea behind the logo. It embodies growth and impact through multiplication. The logotype is flexible to adapt to its derivatives.





The Design Impact Ecosystem



Building the system

Through a series of explorations as shown here, a potential direction for the visual language was identified. This process involved experimenting with image, colour, type and composition. 




Visual Explorations


Engaging with the Audience

The identity has the potential to manifest in meaningful ways across recreational spaces and seemingly mundane everyday objects such as switchboards and elevator buttons.


A visualisation of the identity in a space


Visual Language

The visual system borrows from the arrow element in the logo and is supported by fresh colours and bold typography. A custom vector built along the lines of the typeface, the arrow doubles up as a glyph and a graphic element.

The arrow can assume multiple roles in a visual– an identifier for the initiative, a container for imagery and text, a visual marker for statistics and a directional indicator. 

Grid System

An underlying grid system adds a structure that helps extend the system to accommodate different kinds of touchpoints. Evocative Indian imagery from diverse backgrounds as well as candid photography of young people sets a contemporary premise for the communication.



Tone of Voice

Design Impact needed a tone of voice that accommodates the urgency as well as the diversity of the context. A round of brainstorming and deliberation led to the following keywords: Friendly, informal, witty, resourceful, conversational

How do we speak?

Conversational, but not casual
Compelling, but not competitive
Educational, but not instructional
Witty, but not cliched








Social Media Communication

For a target group that largely expresses themselves through social media, it becomes an indispensable part of communication. Classifying the communication into clusters opened up possibilities for building a system based on the nature of the content. The content was divided into 3 meaningful clusters as shown below.



Low-Density Content (5-10 words)


Call-to-Action, Announcements, Reminders



Medium-Density Content (10-20 words)
Captions, Description, Announcements


High-Density Content (20-40 words)
Descriptions, Features, Personas



Guiding the eye


On platform that is constantly abuzz with content, it is imperative to present information in a systematic and easily comprehensible manner. A content framework was followed to give emphasis to important pieces of information while ensuring consistency.



The Design Impact Portal

The Portal is a crucial part of Design Impact as it is a one-stop resource for information about the movement and participation. The participants can register on the portal and gain access to masterclasses and events.

User Interface

The user interface for the portal needed to be simple while ensuring that it translates the energy of the identity system. The call-to-action buttons are highlighted with the arrows which move on hover, thereby adding to recall.


Version 1


Limitations: While the dark version gave an edge to Design Impact, it was not scalable across the different pages of the portal.


Version 2

Limitations: The light version opened up the layout, however, the staggered boxes drew attention away from the call-to-action buttons.

Version 3 





Designing an experience

Reimagining the offline event for Design Impact in a post-pandemic time paved the way for a new, sustainable format. Scrapping the use of traditional event banners and standees would help in optimizing the use of resources. Projection mapping and VR headsets would create an immersive experience.

AR Filters

Augmented reality has become more accessible through the growing popularity of face filters. For Design Impact, this could be a fun way of extending the brand and engaging with the audience through interaction.




Project done at Lopez Design under the guidance of Anthony Lopez.