Sakhi

Centering Survivor Power

Founded in 1989, Sakhi has always been at the forefront of the survivor-led movement against gender-based violence. Over the years, they witnessed dynamic shifts within the communities they serve and the broader discourse around gender justice. It was time for their brand to shift, too.

Services

Brand Strategy, Brand Messaging, Logo Design, Visual Identity, Marketing Collateral

Problem

Sakhi initially focused on South Asian women’s rights. Over time, they expanded their services to support all South Asian and Indo-Caribbean individuals facing gender-based violence in New York, regardless of gender, sexuality, or age. However, their brand hadn't caught up to reflect this broader mission, and the name "Sakhi for South Asian Women" felt limiting.

Our Approach

We began with discovery workshops and research, engaging stakeholders, conducting surveys, and analyzing competitors. This led to a modern, inclusive brand identity and a messaging guide tailored to diverse audiences. We renamed the organization “Sakhi for South Asian Survivors” to better reflect their mission. Additionally, we helped craft the executive director’s keynote speech for their 35th-anniversary gala, emphasizing their new direction.

01

Workshop & Strategy

We conducted workshops, surveyed staff, interviewed survivors, reviewed comparable organizations, and researched recent literature on gender-based violence in the South Asian + Indo-Caribbean Diaspora in the United States. The research helped us understand common perceptions and experiences of Sakhi’s services while assessing the inclusivity of their brand messaging.

Renaming Sakhi

Originally founded as Sakhi for South Asian Women, it was time for a new and more inclusive name. Based on our research, “Sakhi” (which means “woman friend” in Sikh), has a lot of brand equity within the community. So, we recommended that the organization keep the spirit of the old name with a more inclusive twist. By popular vote, “Sakhi for South Asian Women” became “Sakhi for South Asian Survivors.”

02

Visual Identity

The current brand visuals were outdated and tired. We redesigned the logo, refreshed the color palette, and reimagined the typography to bring a more energetic and lively feel. We also recommended more inclusive and dynamic photography and graphic elements.

Logo Refresh

The new Sakhi logo is based on a circle. While circles are strong symbols of connection and unity, their true strength lies in their structure. As the strongest shape in nature, circles distribute stress evenly along their arc, preventing it from concentrating at any one point. This inherent resilience is a perfect symbol for Sakhi’s mission.

Sakhi Nonprofit Visual Identity Typography font

01

Orlenas

Tiempos is a contemporary serif that gives headlines an editorial feel while providing warmth with its curvilinear characters.

02

Noto Sans

The logotype is crafted from Mont, a strong sans serif. Mont provides optimal legibility across the brand while maintaining approachability.

Purple

#6441f2

Dark Purple

#301242

Soft White

#f3e7d7

Bright Blue

#06d4dc

Yellow

#f7a326

Red

#ff3213

Social Media post design for Sakhi nonprofit

A Comprehensive New Brand Guide

Understanding the sensitivity of Sakhi’s work, we worked closely with their team to clarify the language and terms used in various contexts. We developed a comprehensive glossary of terms to ensure all communications were culturally relevant and survivor-centered. Additionally, we refined the mission, vision, and core messages to more clearly articulate Sakhi’s values.

03

The Big Reveal

To ensure a successful rebrand launch, we provided extensive support for Sakhi’s 35th anniversary gala, “Threads of Transformation.” We prepared event graphics, social media templates, and even co-wrote the opening address with the executive director.

Sakhi Mission-Driven Organization Gala Event

“Push10 served as a thought partner through every step of our rebrand process. They approached each conversation with patience, grace and curiosity, resulting in a stronger, more refined finished product.”

Sakhi

Kavita Mehra, Executive Director

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