Tushar Menon
Vikram Bhalla
Arjun Rajkishore
Making a little joy go a long way
Brand Identity · Bilingual Logo Design
Adding more life to their latter years
Growing old comes with its share of challenges. For elderly people from underprivileged communities, those challenges can extend well beyond health and finances. Loneliness, isolation, and a lack of purpose can take their toll.
The Doctor Foundation wanted to do something about that. Its work was rooted in the belief that growing older shouldn’t mean having less to look forward to. Bringing joy, companionship, and a sense of purpose to people’s lives was just as important as looking after their physical well-being.
Serious causes shouldn’t feel stuffy
Social organisations doing important social work often have rather solemn identities. Understandable, given the nature of the work. But The Doctor Foundation was as much about celebrating life as caring for people.
We wanted the identity to reflect that.
The result was a cheerful, welcoming visual language that felt less like an institution and more like the people behind it. An identity with enough warmth and personality to make a good first impression, without trying too hard to look like a charity.
But one detail made this project particularly special.
Speaking the universal language of care
Many of the people The Doctor Foundation worked with weren’t proficient in English. That raised an important question: what good is an identity if the people it’s meant for can’t read it?
Additionally, businesses in the state of Maharashtra are bound by law to display their name in Devanagari alongside English. Now most businesses simply phone this in, but we felt that the Devanagari version needed to feel as considered, distinctive, and welcoming as its English counterpart. Compliance doesn’t have to mean complacency.
For us, designing the Devanagari logotype was a gloriously fulfilling exercise. It also reminded us that accessibility isn’t always about elaborate design systems or new technology.
Sometimes, it’s simply about speaking someone’s language.
Bigger ideas. Finer details.
TWO is where the wide view and fine line converge. Things that are often made to compete actually become stronger together.
That’s our bedrock.