Sakhi needed a brand that reflected who they had grown into, not just who they started as.
Sakhi's mission had grown to support all South Asian and Indo-Caribbean individuals facing gender-based violence in New York, but their brand had not kept pace. The name "Sakhi for South Asian Women" no longer reflected who they were or who they served. Push10 rebuilt their brand positioning from the ground up: a new name, a redesigned logo, a refreshed visual identity system, and brand style guidelines with a culturally informed glossary that ensured every word was survivor-centered and inclusive. The result was a brand built for who Sakhi is today and who they are still becoming.
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