Vrinda Gupta
{Brand strategy, Creative direction, Visual design}
Abhishek Durani
{Brand strategy}
Netra Ajjampur
{Brand strategy}
Anshul Gupta
{Visual design, Logo design}
Samhita Chilukuri
{Visual Design, Website Design}
Kashish Choudhary
{Copywriting}
Abhiroop Roy
{Product design}
Kumar Yashvardhan
{Animation / Motion Design}
Alok
{Website Development}
Year: 2025
In a world dominated by information that often exists in isolation...
In a world dominated by information that often exists in isolation...
How do you build a human-first brand that makes knowledge easy to find and use?
How do you build a human-first brand that makes knowledge easy to find and use?
PCW is a collaborative phygital space, that unites lived experiences into actionable insights for problem-solving in the development sector.
As global challenges grow more interconnected, valuable insights are often undocumented and difficult to access.
The challenge
Building a brand that navigates an overwhelming space into a clear and easy to engage platform. Making it inclusive for people across contexts and communities.
[ View full case study on web ]
Today’s World
[1] The nature of problems have evolved. They are complex and layered, where interventions in one area ripple across others.
[1] The nature of problems have evolved. They are complex and layered, where interventions in one area ripple across others.
[2] Hundreds of initiatives, all existing in their own independent bubbles are difficult for anyone to access or build upon.
[2] Hundreds of initiatives, all existing in their own independent bubbles are difficult for anyone to access or build upon.
[3] SELCO Foundation has a bank of knowledge, with over 30 years across energy, livelihoods, health and climate.
[3] SELCO Foundation has a bank of knowledge, with over 30 years across energy, livelihoods, health and climate.
[img] Uncovering what makes or breaks the brand through discovery workshop with the stakeholders.
[img] Uncovering what makes or breaks the brand through discovery workshop with the stakeholders.
“Wisdom multiplies
when shared"
“Wisdom multiplies
when shared"
Knowledge is not what we own or experience. It's what we share, understand, and build upon together.
The strategy was to connect what the world knows, so we can build what it needs.
The strategy was to connect what the world knows, so we can build what it needs.
The strategy was to connect what the world knows, so we can build what it needs.
A living system that bridges people, knowledge, and technology to turn information into collective understanding.
A living system that bridges people, knowledge, and technology to turn information into collective understanding.
We call it the
“Common Thread”
We call it the
“Common Thread”
We call it the
“Common Thread”
Threads of knowledge, woven together, forming the fabric of collective wisdom.
Threads of knowledge, woven together, forming the fabric of collective wisdom.
A living system that bridges people, knowledge, and technology to turn information into collective understanding.
A living system that bridges people, knowledge, and technology to turn information into collective understanding.
What started as a
What started as a
What started as a
“thread of information”
“thread of information”
“thread of information”
Could now build
connections
Could now build
connections
Could now build
connections
All while being familiar and playful
All while being familiar and playful
All while being familiar and playful.
Stitch
insights
Stitch
insights
Stitch
insights
Highlight what’s important
Highlight what’s important
Highlight what’s important
Help make sense & explore the catscraddle of ideas
Help make sense & explore the catscraddle of ideas
Help make sense & explore the catscraddle of ideas
While the system remains the same, its expression shifts when it brings processing knowledge to the forefront.
While the system remains the same, its expression shifts when it brings processing knowledge to the forefront.
From connection to computation, the system evolves without losing its core.
Showing up wherever knowledge lives
Showing up wherever knowledge lives
Designed to exist across digital platforms, physical spaces, field interactions, and hyperlocal touchpoints.
The system ensures knowledge remains accessible, connected, & usable in real contexts.
Showing up wherever knowledge lives
Designed to exist across digital platforms, physical spaces, field interactions, and hyperlocal touchpoints.
The system ensures knowledge remains accessible, connected, & usable in real contexts.
Showing up wherever knowledge lives
Guiding movement, discovery, & participation
Guiding movement, discovery, & participation
The thread appears across boards, installations, and everyday objects.
It connects fragments of information, surfaces relationships, and invites people to explore, trace, and contribute.
Mirroring how people naturally navigate complex ideas by drawing connections & patterns.
Mirroring how people naturally navigate complex ideas by drawing connections & patterns.
Thread that links ideas, now guides direction.
Nomenclature is woven into the system using familiar, locally rooted language.
