Re-energizing Ncourage: An endeavour of achieving scalable social impact.
India currently has about 2 million social enterprises. Amidst this growing number, Ncourage Social Enterprise Foundation, a wholly owned subsidiary of Tata Chemical Ltd. aimed at being a social enterprise with a difference, an endeavour that delivers impact and which multiplies. Ncourage led by a veteran in the CSR space, Ms. Alka Talwar had its canvas of outreach and intervention well envisioned, and a force well synced with it.
Brand Challenge
Ncourage Social Enterprise Foundation sought a singular spirit that would tie every stakeholder together and enable the brand to share its vision of achieving scalable social impact seamlessly. Ncourage along with a renewed soul also sought a strong structure that integrates the mother brand, its sub-brands and its initiatives into an architecture that builds brand equity.
“Our new look has taken inspiration from the roots of a tree, symbolizing our commitment towards the grassroots working towards scalable social impact. It represents the circle of life, remaining true to our core value of collaborative growth, as we set our sights on the future. It has been a very rewarding transformation working along with BigBrandTheory.”
Alka Talwar
Chief Sustainability Officer,
Ncourage Social Enterprise Foundation
Chief Sustainability Officer,
Ncourage Social Enterprise Foundation
Translating the essence of Ncourage into an inclusive energy:
The new identity is inspired from the concept of ‘blueprint of creations’. Observe any natural creation deeply and you see its veins as the key design. The brand identity of Ncourage is also anchored to these veins of creation. It impeccably resonates with the purpose of social equity, scalable impact and inclusive growth. The roots and veins in the design of creation are equal across all living elements. The system of roots is self-sustaining and scales.
Colour
Clean, natural, organic colours make up Ncourage’s primary four-colour palette and an earthy tone that directly reflects the target intervention area of Ncourage - the rural India. Each colour represents the dimension that Ncourage aims to impact.
Tone of Voice
The soul of Ncourage being humanitarian, respect and humility became the key elements of the brand’s tone of voice. BBT crafted a tone of voice and messaging strategy that expresses compassion, confidence and empathy.
Brand Guide
We created a comprehensive brand guideline that captured this renewed spirit of Ncourage and entailed every detail of the brand and its usage.
Website
We humanized the corporate website by illustrating and weaving the
protagonists of the brand as a part of the Ncourage’s story.
protagonists of the brand as a part of the Ncourage’s story.
Before
After
Thank You!
A project so intensive and original wouldn't have been possible without the absolute support, trust and creative freedom provided by team Ncourage.
AN AWARD WINNING CASE STUDY
Bagged the India's Best Design Communication Project 2021 by IBDA
