Since 2010, Protsahan has impacted over 3.5 million adolescents and unlocked over INR 1 billion of state benefits for ultra-poor rural migrant families.
Protsahan India Foundation is based in Delhi, India with the mission of care, rehabilitation and reintegration of adolescent girls who’ve faced severe sexual and gender based violence. It transitions them from points of child marriage, child labour, child trafficking and child sexual abuse such that they can seek quality continuum of care across healthcare, education, skilling and system linkages for a self-reliant and thriving future. Trauma-informed care, enhancing the psychosocial capabilities of stakeholders in the child welfare ecosystem, lies at the core of Protsahan’s gender transformative work in rural and migrant grassroots of India
Challenges
In 2021, Protsahan Foundation approached chlorophyll to help align all aspects of its brand: what the organisation stands for, its internal embodiment through culture and its outward expression. The organisation had already done deep thinking on these aspects, they wanted chlorophyll to make it structurally flawless
Process
chlorophyll used its proprietary brand definition model anthrop™ to create the formal brand structure that Protsahan required.
Insight
Together, chlorophyll and Protsahan discovered that the most unique asset they had was HEART, a model for healing. chlorophyll was influential in steering the Board to understand how trauma of childhood abuse is intergenerational and how the organisations work impacts the brain at a neuro-cellular level. chlorophyll encouraged Protsahan to document proof that HEART actually healed and stopped intergenerational harm in its tracks!
Old logo
New logo
Heart logo
SOLUTIONS
Each step in this evolution amplified Protsahan’s purpose and clarified its message, creating a brand that radiates both resilience and warmth: true to it’s essence. It grew from an organisation to an institution to an idea.
Creating brand assets
chlorophyll encouraged Protsahan to simplify its logo for the digital age. The original logo got incorporated into the most valuable asset of HEART and the new logo was a letter-mark created out of a trademarked font.
1. HEART: Healing through Art: In 2022, chlorophyll played a crucial role in the development of Protsahan’s HEART model (Health, Education, Arts, Rights, Technology), turning it into the very core of Protsahan’s identity. HEART reflects Protsahan’s unique trauma-informed approach, especially through creative arts.
2. Brand alignment: Inside and Out: chlorophyll ensured Protsahan’s values weren’t just outward-facing but deeply woven into its internal culture. It set the foundation for the team to build the “The Protsahan Way,” a shared mission across all levels, from leadership to field workers, uniting the team with Protsahan’s commitment to healing and empowering vulnerable girls.