Hittin’ the Books

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 keeps 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.”

Logo Refresh

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 echoes the message of unity embodied by the circle, suggesting a journey that may be winding but ultimately leads forward.

Expanding the Visual Identity

The current brand visuals were outdated and tired.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

Clarifying our Message

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.

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.

“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.” 

Kavita Mehra, Executive Director

We are incredibly grateful for the outstanding work Push10 did on our rebrand project, including transforming our organization from “Sakhi for South Asian Women” to “Sakhi for South Asian Survivors.” Push10’s expertise and creativity were evident from the start. They took the time to understand our mission, vision, and the unique needs of our community. The team provided insightful guidance and innovative ideas that perfectly captured the essence of our organization. The rebranding process was seamless, thanks to Push10’s professionalism and dedication. Their collaborative approach ensured that our voices were heard and that the final visual design and brand language resonated with our stakeholders. The new branding not only reflects our expanded focus but also strengthens our identity, making a powerful impact in our advocacy work. We definitely recommend Push10 to any organization looking to undergo a transformative rebranding

Zainab Muzaffar, Senior Associate Director, Communications & Development