Titan has dedicated its efforts towards social development with a focus on sustainable futures. Design Impact Awards is one such initiative by Titan that recognizes and supports design innovations done towards social good. It encourages foresighted design while addressing various SDG’s. At different stages of the selection process, shortlisted participants to engage with a design team, social innovation, sustainability and entrepreneurship experts through workshops, boot camps, and interviews. The idea is to identify, engage and support promising projects. The Awards premiered in 2017 with nearly 1000 participants from across the country. For the next edition of the Awards, Design Impact aimed at expanding its reach and engaging a larger audience. A strategic repositioning brought the Indian youth to the centre of the initiative while stimulating them to design for the greater good. The exercise gave birth to the Design Impact Movement, an umbrella initiative that celebrates the pursuit of ingenious design innovation. Since the movement was ambitious and extensive, an identity system was developed that reflected its principles and accommodated the different facets of Design Impact. The visual language is bold, energetic and flexible and being witty, friendly and informal. It is built on the principles of repetition, and the identity enforces impact through multiplicity. It is derived from basic principles of Gestalt that allow ease of comprehension. It extends across various touchpoints like social media posts, emailers, portals and event collaterals and possibilities of extending to expressions in motion. The core values and the identity of Design Impact manifested in an immersive event experience. The student worked at articulating the brand idea, understanding the needs of the target audience was instrumental in developing an effective communication system for the movement.
Keywords: branding, communication strategy, identity system, systems design, web design