Ayesha blends expertise in graphics, branding, user research, service design, and illustration to deliver purpose-driven solutions. With a passion for social change, she creates innovative designs that elevate brands and push the boundaries of contemporary graphic design.
Vividtha is a comprehensive campaign designed to address body image issues among Indian adolescents by fostering self-acceptance and celebrating diversity. The project emphasizes shifting the focus from appearance to body functionality, helping young people appreciate their bodies for what they can do. Through storytelling, educational initiatives, and strategic brand collaborations, Vividtha aims to create a supportive environment that encourages self-worth beyond societal beauty standards.
The campaign’s branding plays a vital role in its success. The identity design combines traditional Indian cultural elements with modern appeal, using a bilingual logo, bold typography, and a vibrant colour palette inspired by Indian childhood experiences, such as festivals and snacks. The ‘Fit Devanagari Variable’, along with the ‘Anybody’ typeface, represents inclusivity and diversity, ensuring the campaign resonates with a broad and culturally diverse audience. The branding reflects the core themes of empowerment and embodiment through diversity, making the campaign approachable and relatable for adolescents.
At the heart of the campaign is a graphic novel, featuring relatable characters who face body image challenges. Designed for adolescents aged 12-14, the novel uses storytelling to guide readers towards embracing their bodies’ capabilities. Interactive workshops are held in schools, where students engage with the theme through a fill-in-the-blank version of the novel, reflective discussions, and group exercises. The workshops intend to provide hands-on learning that promotes body positivity and mental well-being.
Potential partnerships with brands like Adidas and Camlin India expand the campaign’s reach, offering branded products such as functional shoes and art supplies, that emphasize body functionality and self-expression.
The Vividtha website is a central touchpoint for the campaign, offering resources on body positivity, access to the graphic novel, and opportunities to engage with the campaign through products and self-help articles. Visitors can also purchase branded products, donate to support the cause and explore mindfulness and embodiment techniques. With a strong digital presence across social media and the website, Vividtha ensures its message reaches a wide audience, fostering a long-term societal shift towards body positivity and mental well-being in India.
