An initiative taken by BRAC Business School, Uddami Ami- also termed as Venture Maestras is a program that aims to achieve gender equality and empower women in their entrepreneurship journey. Uddami Ami was on the outlook for a clearer and stronger brand identity system that resonated closely with their target participants. Our team contributed in crafting a dominant identity design for the program.
In order to be recognized and be memorable in the hearts of the intended audience, we had to establish a pleasant identity to imprint on potential women pursuing entrepreneurship. An identity that beckons to them. We invested into a research process that dove into deep-rooted emotions, challenges in the lives of potential participants, what they expect from the program, and how they wanted to be perceived.
With inspiration driven from elements like Nakshikantha, a centuries-old Bengali art tradition, their renewed visual identity started coming to being. To represent the powerful personalities of women who vowed to be untamed, a visual art direction was taken with a ‘tigress’ being the center of attention. While the depth of forest greens represented the struggles and challenges faced by these ambitious women, the tigress element represented their incomparable growth, resilience, and heroic mindset.
