Aspire

Branding
About
Aspire enables India's next billion blue collar employees stay, live and grow better, to achieve win-win outcomes and fulfillment of individual aspirations as well as business objectives.
Project Type
Brand Strategy
Brand Identity
Communication Design
Impact
8x Employee size
2x Clientele
2x Revenue
Sector
Human Resource
Year
2020
Outcome
A dynamic logo and cohesive brand language for a memorable and enduring identity. Adaptable motifs enhance the branding, conveying versatility and modernity. Successfully balanced appeal to large organizations with a personal touch, keeping human connection at the forefront.
Why I liked this project
This project was my first time creating a dynamic identity at this scale. Seeing the success of the brand and the project turn into a retainer, felt like a personal achievement.
A Dynamic Identity
To maintain the high frequency of communications feeling fresh and diverse, but consistent and recognisable, the new branding was made highly versatile while still being simple to use.
The identity is a marriage between the motifs that are associated with aspirations, dreams, growth & their personal signatures, the touchpoints of which adds a dimension of individuality on to their uniforms.
Concept
Sky is the realm of possibility. It is like an empty canvas. When we think of dreams and goals we think of the action of 'looking up' at the sky. The idea led to the design of six unique motifs of objects that can be seen when you look up into the sky - A bird, a plane, a kite, a cloud, a butterfly and a star.
Container Approach
As the name suggests, the dynamic element of the logo was defined as a container which can constantly change its content. The content in our case are the six motifs that denote aspirations.
Exclusion Zone
The width of the diameter of the circle enclosing the markshould be respected as the minimum distance from the logo to any other objects or margins in the composition.
Minimum size
Process
RESEARCH

& DISCOVERY
Understanding User vs Customer
Stakeholder Interviews
Existing Brand Audit
PROBLEM
DEFINITION
Competitor Analysis
Brand Perception Analysis
DESIGN EXPLORATION
& EXECUTION
Brand Archetype
Brand concepts
Dynamic Identity
Colour & Typography
DELIVERY
& IMPLEMENTATION
Brand Guideline
Sales Deck
Digital Assets
Brand Colours
The primary brand colour was the Aspire Blue. A variety of shades of brown were taken to compliment the blue and add a humanistic touch.
Typography
The width of the diameter of the circle enclosing the mark should be respected as the minimum distance from the logo to any other objects or margins in the composition.
Challenges
Initially corporate-centric, the design featured shapes, colours and imagery revolving around customers, not users. Recognizing blue-collar employees as core users, a shift was made to an organic, humanistic approach centered on their aspirations.
Proposed identity that was based on building a community in the organisation to reduce attrition and build long-term relationships with the workforce.
Credits
Harish Venkatesh
Founder & CEO

Become™
Varun Bharadwaj
Lead Product Designer
Wells Fargo
Vignesh Arullingam
Senior Content Designer
Become™

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