The India Project was a largely successful nonprofit long before digital marketing.  Dr. Dixit founded the organization in 1968, dedicating his life to providing free reconstructive surgeries to the underserved people of India.  During his lifetime, the organization grew organically with thousands of volunteers joining the cause.  Fundraising was done in person or by mail.

Dr. Dixit's work was his brand and his legacy.  They never needed a website.

After his passing, his daughter stepped in to lead the organization and expanded the mission with new initiatives.

She knew that they needed a visual identity that would appeal to the next generation and a website that would allow them to receive online donations.

That's where I came in.

We set out to create a brand that honored their incredible history and the legacy of Dr. Dixit.  The messaging and visual design needed to appeal to millennials while values remained consistent for older donors.

We planned to launch the website at a live event kicking off their end-of-year fundraising campaign.  The goal was to fund 1,000 cleft palette surgeries.

Our initial interview revealed the client's vision, the awe-inspiring achievements of the organization, and goals for the upcoming surgery camp.

We defined their values, expanded their mission, and pulled historical data to determine how many people they had served, the number of volunteers, and the cost per procedure.

We created a visual identity that reflects the rich history and beautiful colors of India, mixing images of Dr. Dixit with colorful iconography.  Honoring the organization's values, we told the story without using photographs of patients, instead using stock images of women and children representing the people they serve.