Ashiyanaa

Formerly known as ASHA for Women, Ashiyanaa is a 501 (c)3 non-profit organization, that serves people of South Asian heritage with origins in the South Asian countries of Afghanistan, Bangladesh, Bhutan, India, Nepal, Pakistan, and Sri Lanka. They provide comprehensive and culturally-sensitive services for South Asians, including crisis intervention, coordinating community and legal referrals, career and emotional counseling, and other individualized services.

I was brought in to lead the organization through the rebranding process. We started the project by deciding whether we should rename and rebrand, rebrand with the existing name, or just do a light refresh. We ultimately decided to rename and rebrand as the organization wanted to be more inclusive and flexible in its focus. The board chose the name Ashiyanaa because it means home in many South Asian languages.

Following the naming process, I worked in partnership with them to develop the organization’s vision, mission, and value statements. 

Once we had those foundational elements in place, I designed the logo and website. 

Like with all my logos, I wanted the Ashiyanaa logo to tell a story. 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).

Lastly, I built and designed a new responsive website for the organization. I worked closely with the board to ensure that it addressed the needs of all of their audiences (i.e., donors, seniors, women, partner orgs, etc.). I designed it to feel warm and welcoming.  

Project

Branding, Strategy, & Web Design

Client

Ashiyanaa